Elements of Incorporation in the Russian Commercial Naming

The article is devoted to the problem of word formation incorporation in the Russian language. Incorporation is understood as the merger of two or more words into one morphological whole without the participation of word-forming formants, in which the value of the derivative is transformed in relation to the values of the original words. The derivatives of incorporation are called incorporation complexes. Components of incorporated complexes are classified as quasi-morphemes, which are special elements that do not correspond to the classical notion of lexical or word-forming units. A review of scientific papers on incorporation in the languages of the world demonstrates different approaches to this phenomenon and terminological differences in its definition. Incorporation has been a subject of study for more than a century as an essential characteristic of polysynthetic and analytical languages. In relation to inflectional Russian, this phenomenon has not been systematically described, which determines the relevance of the study and its analysis in this article. This linguistic phenomenon in the Russian language is relatively recent and, of course, requires scientific evaluation. The authors set a goal to determine the boundaries of word-formation incorporation in the Russian language and its differences from similar derivational models. The article considers the incorporation on the basis of the Russian commercial name. The material is collected by the method of continuous sampling from Internet sites. Incoporation complexes are selected among commercial names or ergonyms, which are signs of grocery stores, restaurants, cafes and other commercial establishments. As a result of the research, the classification of ergonyms formed according to the incorporated word-formation model in the modern Russian language is developed. The study is of great interest, as it offers an analysis of the trend actively developing in inflectional Russian. The method of contrastive analysis is used to compare similar examples from modern English. Lexical units from the English language have become the object of study, as the models of word formation of the English language are borrowed together with words. A significant group of examples of Russian ergonyms with borrowed components, among which English-language segments predominate, is also highlighted. The presence of incorporation in the Russian language, in particular, in commercial naming is considered as proof of the universality of certain linguistic phenomena in word formation.