Pragmatonyms-names of dental products: Features of formation

The object of the study is pragmatonyms-names of dental products. As the subject of study the word-formation aspect is considered. The aim is to identify the ways of how the pragmatonyms are formed, taking into account their specific nature – the intermediate position between consumer goods and medical goods. In the course of research it was established that there is a correlation between the special position of dental pragmatonyms among other products, on the one hand, and medical products, on the other hand, and the specific nature of the ways of their formation. Thus, lexical-semantic (onimization and transonimization) and lexical-syntactic methods (formation of pragmatonyms – word groups and sentences), typical for the formation of pragmatonyms-names of other groups of goods, as well as other advertising names are widely used. On the other hand, the proximity to the medicinal products determines the recourse to productive models of medical terminological formation, which predetermines the dominance of compounding and clipping, including the use of Greek and Latin components. Among the identified groups of methods, morphological (26.4%), lexical-syntactic (22.5%) and morphological-syntactic (17.1%) methods for the formation of pragmatonyms predominate; 12,5% of the studied units are formed by the complex ways (lexical-semantic or lexical-syntactic combined with one of morphological, morphological-syntactic ways). Pragmatonyms formed by special means – numbering, using graphic or mathematical symbols – are few, their share is 1,0%. Pragmatonyms with opaque internal word-form (5.0%) comprise a separate group because of the inability to determine the way of their formation.