Ways of Actualizing Ethnocultural Semantic Components in Commercial Naming

It is well known that a commercial name often plays a dramatic role in attracting new audience. The article investigates two trends in contemporary Russian naming: a) using lexis with ethnocultural semantic components (exotic vocabulary, precedent phenomena, and national onyms) and b) applying creative linguistic techniques. The sphere of commercial naming is characterized by increased linguistic creativity determined by pragmatic reasons. As a result, commercial names are considered as widespread linguistic creativity .