Ahmadaliyeva sabo murodovna etymological, lexico-semantic and structural study of pragmatonym

Approval of research results. The results of the research were presented in the form of a lecture at 4 international and 2 national scientific-practical conferences and were approved.
Publication of research results. A total of 18 scientific works have been published on the topic of the dissertation, 12 articles in scientific publications recommended by the Higher Attestation Commission of the Republic of Uzbekistan for publishing the main scientific results of doctoral dissertations, 7 of them in the republic and 5 in foreign journals, including 1 published in Scopus journals.
The structure and scope of the dissertation. The dissertation consists of an introduction, three main chapters, a conclusion, a list of references and appendices. The total volume is 131 pages.
THE MAIN CONTENT OF THE DISSERTATION
In introduction the relevance and necessity of the research are based on the relevance and necessity of the research, the goals and tasks are defined, the object and the subject are described, its compatibility with the priority directions of the development of science and technology of the republic is shown, its scientific novelty and practical results are described, the scientific and practical significance of the obtained results is revealed, the implementation of the research results into practice , published works and information on the structure of the dissertation are presented.
The first chapter of the dissertation entitled "The role of pragmatonyms in the onomastic system and the issue of its study" consists of five chapters, the first chapter of which is entitled "Onomastic scope and the role of pragmatonyms in it". In the onomastics of the Uzbek language, the proper nouns of goods and products form a separate semantic group. Pragmatonyms perform nominative functions such as distinguishing products of a certain type from other such products, and are characterized by the fact that they carry valuable historical, socio-political, sociolinguistic and linguocultural information. Under the term pragmatonyms, following V. Podolskaya, we understand conditionally combined nominative units with denotation in the pragmatic sphere of incon activity: names of household items, furniture, names of food products and names of places to eat, names of clothes⁴¹.
Linguistic units representing the names of products and brands - popular names are named differently by linguists. Pragmonym in scientific sources⁴², my goods⁴³, a pragmatonym⁴⁴terms are used to express the popular names of products.
The second part of the first chapter is dedicated to "The study of pragmatonyms in world linguistics". The first thoughts about pragmatonyms began to appear in Russian linguistics by the end of the 20th century. In the scientific literature, the terms pragmatonym and pragmatonym began to be cited as names representing trademarks. The concept of pragmatonym was defined for the first time in the dictionary of onomastic terms published by NVPodolskaya⁴⁵. MYNovichikhina analyzes the concepts of trademark, trade mark, brand and proposes the term "trade name". According to the author, "a trade name is a linguistic designation of institutions and goods that have commercial goals and are aimed at obtaining commercial income."⁴⁶.
According to many researchers, a pragmatonym is a legally protected name of a product or service offering that gives individuality to a well-known product mark, such as other popular nouns.⁴⁷.
To date, pragmatonyms are one of the linguistic concepts that attract the attention of not only linguists, but also cultural scientists, sociologists, and experts in the field of marketing. The branch of linguistics that studies pragmatonyms is called pragmatonymics.
In linguistics, the study of pragmatonyms can be classified into several groups:
1. Study of pragmatonyms as a separate group of proper nouns. O. Yakovleva studied the place of pragmatonyms in the onomastic system according to their semantic, functional and national-cultural characteristics. In particular, the scientist researches different opinions of scientists on the role of pragmatonyms in onomasticon. Some scientists think that pragmatonyms should be added to the appellative lexicon, considering that pragmatonyms do not have individualization characteristics, that is, they can be the general name of several products or several types of products, not just one thing. O. Yakovleva emphasizes that pragmatonyms should be included in the list of proper nouns due to their "naming" feature. Because at the same time pragmatonyms name these products or types of products and distinguish them from other products of this type. The functional characteristics of pragmatonyms include advertising function, attractive (attracting attention), aesthetic (giving pleasure), suggestive (offering), communicative and mythological functions.⁴⁸N. Shvedova researched the functional properties of pragmatonyms in her candidate's thesis based on modern mass media materials. The author highlighted a number of functional features of pragmatonyms, such as informative-stylistic, advertising and emotional-stylistic⁴⁹. N.Stadulskaya, as a scientist who studied various properties of pragmatonyms, also studied their functional properties separately. In his article, the scientist proposed to change the formula of the successful advertising company from AIDA (attention, interest, desire, action) to AIDMA (attention, interest, desire, motive, action) and thereby shed light on the linguistic manipulation function of pragmatonyms.⁵⁰.
2. Research studies in which certain groups of pragmatonyms are studied. There are also many works in which some groups of pragmatonyms are selected as research objects. K. Antonova studied the ability of pragmatonyms to attract consumers' attention based on the materials of confettionyms (candy names)⁵¹. I. Isanguzina also researched the role of pragmatonyms at the onomastic level in the semantic, linguo-cultural and syntactic aspect using the example of confectionery products.⁵². N. Osipova pays attention to the names of sweets, in her articles she discusses the linguistic features of the name of the candy "Mu-mu"⁵³, the use of prefix names in candy names⁵⁴illuminates. In the research of A. Banko, pragmatonyms related to the banking sector were analyzed⁵⁵. In another article, the author covered the issue of using pragmatonyms in advertising texts as an example of car names⁵⁶. S. Bogdanova's article examines names in the field of information technologies⁵⁷N. Bobireva's article is devoted to the study of pragmatonyms in the field of sports⁵⁸.
3. Studies in which linguistic features of pragmatonyms have been studied. Phonetic features of modern pragmatonyms were studied by NDOsipova. The author studied the phonetic features of various creative names on the example of Russian language materials. In his opinion, in recent years, when choosing a name for products, entrepreneurs try not only to model positive emotions and nostalgic memories, but also to attract the attention of consumers with a unique and unexpected name. It is noted that the phonetic tools used for this purpose serve to induce a good mood and smile in the consumer.⁵⁹.
4. Studies reflecting the linguocultural and ethnocultural characteristics of pragmatonyms. In the article of V. Omelyanenko, the linguistic-cultural and communicative-pragmatic characteristics of pragmatonyms in Russian advertising texts are studied.⁶⁰. In her article, L.Yermakova studied the ethnocultural characteristics of non-equivalent pragmatonyms on the example of Russian and French languages.⁶¹. In another study, the author highlighted the linguistic and cultural characteristics of "kasha", "porridge", "bouillie" - porridge pragmatonyms.⁶². However, in this study, the concepts of "kasha", "porridge", "bouillie" and their linguistic and cultural characteristics in Russian, English and French languages ​​are highlighted, in which the term pragmatonym is approached not as a proper noun, but as a kindred noun. In our opinion, it is not permissible to name related nouns as pragmatonyms.
5. Pragmatonyms are studied in comparative and comparative terms. A comparative study of pragmatonyms based on precedent names was carried out by Sun Yumin⁶³. And L. Harutyunyan researched the formation methods of odorema (names of perfumery products) in English and Russian discourse.⁶⁴.
6. Pragmatonym - researches of globalisms. The large-scale study of pragmatonyms introduced another concept into linguistics - pragmatonym-globalism. Some scholars use the term "pragmatonym-globalism" to describe the brand of goods and services that are distributed worldwide and are advertised transnationally.⁶⁵. O. Fomenko explains this concept as follows: a pragmatonym is a brand of goods or a type of service offered that is spread throughout the world on a transnational scale, is firmly established in the linguistic consciousness of representatives of different language cultures, and has an important associative value among linguistic and extralinguistic knowledge. is a descriptive proper name. The researcher notes that as a pragmatonym-globalism, it represents the trademarks of multinational companies, that is, companies with several national production units⁶⁶. In another article, the linguist studied the features of the morphological transformation of pragmatonyms - globalisms⁶⁷. O. Vasilyeva also studied the characteristics of pragmatonym-globalisms formed on the basis of zoonyms⁶⁸.
7. Studies investigating the properties of pragmatonyms as brand names and their advertising-related aspects. Pragmatic features of industrial brands were studied by N. Stadulskaya⁶⁹. A. Makarenko analyzed the attention-grabbing characteristics of pragmatonyms in advertising on the basis of English language materials⁷⁰. O. Vrublevskaya studied advertising names from the point of view of emotive linguoecology⁷¹.
The third part of the chapter is called "Research of pragmatonyms in Uzbek linguistics". Although there is no separate monographic research on pragmatonyms in Uzbek linguistics, a number of studies have given opinions on the definition and use of the term pragmatonym.
In the "Annotated Dictionary of Uzbek Onomastics Terms" by E. Begmatov and N. Ulukov, the term pragmatonym is explained as follows: "Pragmatonym (Greek pavnatog - action, onoma - proper noun) - concepts related to work, activity, practice are proper is a noun, which conditionally includes: chrematonym, urbanonym, oikonym, paretonym, dromonym, agroonym. One of the famous horse types⁷².
The authors also mention the term trademark: "A trademark is an expression of a trademark expressed in words and equally applicable to specific languages ​​in this series: "Lada", "Zhiguli" car, "Riesling" wine."⁷³. It can be seen from the given definitions that E. Begmatov and N. Ulukov interpret the product names that we used as pragmatonyms under the term trademark.
G. Odilova's research also mentions gluttonous pragmatonyms. The author notes that the linguistic and cultural characteristics of gluttonous pragmatonyms have not been studied: "It is known that gluttonous pragmatonyms are words and concepts that reflect the pragmatic thinking of people in gastronomic OMLM. Cross-cultural compatibility of gluttonous pragmatonyms in Uzbek and English languages ​​has not been studied at all by Uzbek and foreign linguists.⁷⁴. We note that the author used the term pragmatonym not for the name of the product, but for the name of the organization, institution. In M. Madiyeva's article, linguistic and cultural units such as khan, bek, king (king), chapon, nur, anor, tandir, which serve as the main national component in the formation of brand names, are analyzed.⁷⁵.
In addition, there are works focusing on the concept of neiming in Uzbek linguistics. In particular, a number of articles on this topic by D. Lutfullayeva and M. Saparniyazova have been published.⁷⁶. The authors emphasize that "each name (neim) developed in accordance with linguistic standards should help trade, production objects, products to be competitive in the market, develop, gain fame and wide spread."⁷⁷
Although onomastics is one of the developed fields in Uzbek linguistics, we found only some opinions about pragmatonyms. This shows the need to study the subject of the dissertation in a monographic plan.
The fourth part of the first chapter is called "Functional properties of pragmatonyms". Pragmatonyms perform differentiating, informative, "preserving", guaranteeing, psychological functions.
Differentiating function - serves to distinguish the name of a product, product or service from the name of another product, product or service of the same type. For example, the brand names of mobile phone manufacturers are: SLMSUNG, APPLE, Redmi, Xiaomi, etc. Even though the type of products produced under these brand names are the same, they differ according to the brand name of the manufacturing company.
Informative function - the product name is the function of providing information about the nature of the product. For example, the pragmatonym MUSAFFO MILK indicates that the product is made of milk or milk.
"Conservative" function is the function of maintaining the status of the product in the market. Through this function, manufacturers protect the status of their products from competing counterfeit companies. For example, SNEAKERS is the name of the original product, SHIKERS is the name of the fake product.
The guarantee function is also related to the above-mentioned "guardian" function, and through the original name of the product, it is guaranteed to provide the consumer with a quality product. For example, a product named Adidas may be original and durable, while a product named Adibas may be a useless product. It is important to know the original name of the brand.
Psychological function is related to how the quality of brands is imagined in people's minds, and the conceptual perception of the word. For example, a person who buys clothes from the ZARA brand believes that the product will be of good quality, because, usually, people have an idea that this brand is famous around the world, and citizens of developed countries buy from this brand.
The last part of the chapter is entitled "Pragmatonyms and Brand Elements Representing Brand Names".In late 19th century America, increased competition led to the search for additional differences between products, and these differences were no longer limited to the specific characteristics of the product. When communicating with consumers, the term brand name began to be used to refer to all the features associated with the product at once. During the 20th century, brand image, brand personality, brand identity, brand values, brand mythology, brand positioning and other concepts appeared. ldi⁷⁸.
Product branding has a long history, with sources suggesting that branding began with the practice of marking livestock to protect them from theft.⁷⁹. Images of cattle stamps are found in ancient Egyptian tombs dating back to 2700 BC⁸⁰.
In Mahmud Koshgari's work "Devonu lug'otit turk" it is also mentioned that the Oghuz, a tribe of Turks, consists of twenty-two clans, each of them has special signs and marks specific to their goods, and the clans are identified by this mark. information about their deductions is given⁸¹.
Over time, consumers have come to realize that brand names can convey information about the product's quality, along with its origin and ownership. The brand was also widely used by farmers, potters, and merchants to mark their products. Forms of branding began to emerge spontaneously and independently throughout Africa, Asia, and Europe at different times depending on local conditions. Evidence of pottery marking has been found in the ancient Roman Empire and ancient Greece, and stamps were also applied to bricks, pottery, and fine pottery. By the 6th century BC, it became customary to mark pottery with special names and symbols in Ancient Greece. A pottery dated to 490 BC was found with the inscription "Sophilos painted me", which served to indicate by which potter the product was made and painted.⁸². The use of trademarks for precious metals dates back to about the 4th century BC. A series of five characters is found on Byzantine silver of this period⁸³.
Thus, as a result of the development of production and industry, the branding of manufactured products began to develop and the need to create brands and brand names increased. Today, the brand has become a broad concept that includes several elements. In the implementation of this research, the famous brand names that are part of pragmatonyms and operate on the scale of Uzbekistan were selected as research objects.
Today, the brand has become a broad concept that includes several elements. Brand elements include:
1. Brand name. The name of the company, product or service industry. Choosing a brand name is based on several aspects. In particular, social, psychological and linguistic factors are important in choosing and popularizing a brand name.
2. Logo. The logotype is also known as "logo" in English. Logo is a special sign of the company, through this sign it is possible to get information such as the name of the company, the name of the product it produces, its characteristics. A brand's logo serves to distinguish it from other companies or products.
3. Slogan. Many companies have a slogan, which is usually a short statement about the quality of the products and the benefits the company and the products bring to people. For example, the motto of Artel, one of the famous brands in Uzbekistan, is "Always together". The motto of the Humans communication company is "Humans - created for people"; Disneyland: "The happiest place on the Earth" - "The happiest place on the Earth"; Nike: "Just do it" - "Just do it"; M&Ms: "Melts in your mouth, not in your hands"; Apple: "Think different" - "Think differently"; L'Oreal Paris: "Because you are worth it" - "You deserve it"; BMW: "Designed for driving pleasure" LG: "Life is Good" - "Life is good".
4. Fig. Some brands have a unique shape that sets them apart from others, and shapes also convey specific meanings. For example, the logo of the LG company is round in shape, it contains the letters L, G and a dot. The quoted letters and dots serve to create the image of a human face.
5. Color is also one of the elements of the brand and serves to distinguish products. For example, the Pepsi brand consists of blue and red colors. The blue, yellow, and red colors in Google's logo represent normality, sameness with everyone. Because these colors are the first colors discovered. However, the company's designers have also added green color to the logo, through which the originality has been shown. The Coca-Cola brand's choice of red also has its own history. Coke was sold in kegs when the product was just starting to be produced. Coca-cola barrels are painted red to distinguish the soft drink from alcoholic products. As a result, this color has become the color that represents the brand.
6. Sound or tone is also considered a structural element of the brand. For example, mobile phone manufacturers Nokia, Apple, Samsung have different ringtones. You can find out which phone model it is by listening to these ringtones.
7. Expression. World-famous expressions are also considered an element of the brand, these expressions cannot be stolen by another company or manufacturer.
8. Taste is also considered a brand element, popular brand flavors should also be unrepeatable. For example, the recipe of Coca-cola drink is kept secret, this taste is an element of the brand.
9. Motion. Some brands are also distinguished by unusual movement of products. An example of a brand movement is the upward opening of the doors of Lamborghini cars.
A brand name is a name that distinguishes the goods and services of a manufacturer or seller from those of other competitors. Usually, brand names are the same as the name of the manufacturing company, but there are also cases where the brand name is individual to the product. The linguistic approach to creating a brand name is considered both a scientific and a creative approach - it achieves a creative combination of morphological, phonological and semantic principles. Therefore, a brand name formed on the basis of the above principles is characterized by a creative and imaginative structure with a rich meaning in layers of associations and pleasant psycho-acoustic effects that serve the recognition value of the product.⁸⁴.
As a linguistic sign, a brand name consists of three components: a sound component (phonetics and phonology), a shape component (morphological and graphic) and a meaning component (semantics). Linguistic features at each level help namers create linguistically appropriate names and help consumers understand the linguistic nature of brand names and brand naming. Varden Berg et al studied the features of 200 popular brand names and divided the linguistic features of brand names into 4 groups: phonetic features, orthographic features, morphological features, and semantic features.⁸⁵.
The field of brand linguistics is the intersection of marketing and linguistics. Brand Linguistics can be defined as "the field that studies how language influences consumer psychology about a brand."⁸⁶.
Brand names must meet the following requirements:
1. The brand name should match the product. The brand name for the product must be a suitable name that can include all the main features of the product. If the brand name does not convey any information about the features of the product, then this name may not win the trust of consumers.
2. The brand name should be unique and unrepeatable. The uniqueness of brand names makes them easy to remember. It is also legally required that brand names do not duplicate the names of other manufacturers of similar products.
3. Brand names should also be suitable for different languages ​​and cultures.
As Semprini points out in his La marque, brands act as bridges between languages ​​and opposite cultures; for this reason, product and brand names are required to be memorable and attractive to consumers from different cultural backgrounds⁸⁷.
The second chapter of the dissertation is called "Lexical-semantic properties of pragmatonyms", and the first part of the chapter is devoted to the relationship between ergonim and pragmatonyms. In many cases, the presence of similarities between the names of pragmatonyms and ergonims can also lead to their indistinguishability. Simply put, ergonim is the name of an enterprise or organization, a company, and pragmatonym is the name of products produced by these companies.
There are many similarities between ergonomists and pragmatons. First of all, both ergonoms and pragmatonyms have commercial purposes, that is, the name of a product or the name of an institution or place has the purpose of attracting a potential buyer.
Second, both ergonyms and pragmatonyms are widely used in advertisements. A seller can use both ergonym and pragmatonym as a brand name. Then advertising companies are established based on this brand name.
Thirdly, stylistic devices are widely used in the names of ergonims and pragmatonyms, and there is a strong desire to make the names sonorous and memorable. As mentioned above, the purpose of both ergonim and pragmatnoim is to attract the buyer, and both category names embody linguistic stylistic features.
Fourthly, both ergonims and pragmatonyms perform an informative function, that is, information is given to the buyer about the product, product or service and its producer.
Fifth, both ergonymics and pragmatics have the function of linguistic manipulation. According to M. Kurbanova, "linguistic manipulation is the influence of speech on the addressee based on the choice and use of language tools."⁸⁸. Language tools are used in linguistic manipulation in such a way that when the buyer sees a pragmatonym - the name of the product, some knowledge and memories come to his mind, he makes an independent conclusion, and with the help of linguistic means, he encourages the consumer to buy the product.
In some cases, the name of the product and the name of the manufacturer may be the same. In such cases, the name can act as an ergonim when it is used as a symbol for a company name, and a pragmatonym when it represents a brand name. For example, the name Coca Cola is the name of the company - the manufacturer and the product at the same time. But it is worth noting that the Coca Cola company produces not only Coca Cola, but also other drinks. According to the Internet network, five of the six world-famous drinks are produced by the Coca Cola company: Coca Cola, Diet Coke, Fanta, Schweppes and Sprite⁸⁹. So, it can be said that pragmatonyms are proper names, while ergonyms have a wider meaning, the semantic range of pragmatonyms is narrow.
The second part of the chapter is called "Systematic research of brand names".The following classification as thematic groups of brand names can be given:
1. Names of technical means. To this groupVolvo, Volkswagen, Toyota, Ford, BMW, Audi, KIA, Renault, Peugeot, Skoda, Nissan, Hyundai, Mazda, Mitsubishi, FIAT,Tesla,BYDcar companies and car names such as;"Boing" (USA), YaK, AN, IL, TU (Russia), "Caravella" (France), "Harrier" (England) such asnames of airlines and aircraft models are included.
2. Names of household appliances. LG, Bosch, Samsung, Hofmann, Technomir, Ziffler, ARTEL, IMMER, PREMIER, Sony, Toshiba, Hisense can be cited as examples of world-famous household appliance brand names.
3. Information technology brand names. Brand names related to information technologies, in turn, are divided into two groups: names of companies and products related to information technologies (Microsoft, Apple,google,Intel, HP,Like Asus) and social network names (such as Telegram, Instagram, Facebook, Tik-Tok, WhatsApp, Viber, YouTube) can be divided into groups.,
4.Clothing names. NowadaysH&M (Sweden), ZARA (Spain), LC Waikiki (Turkey), PUMA (Germany), Reebok (UK), Uniqlo (Japan), Adidas (Germany), Bogner (Germany), Bata (Switzerland), Geox (Italy ), Diadora (Italy), Pakerson (Italy), Sasha Fabiani (China), world-famous clothing and footwear brands operate.
5. Dish names. As the names of popular cookware brands todayAlpine; Arshia; Diva La Opala; Haus Roland; Karosa; Cybele; Do not fear; Kukmara; Life Smile; Luminarc; MGFR; OMS; Pasabahce; Polaris; Queen; Topfan; History; VARI; Vikalina; Welkin; Wellmax; Xiaomi; Scepter; Barer; We can cite such as Mechta.
6.Brand names for perfumes: Cosrx (South Korea),Biore (Japan), Deoproce (Deopros), Dewal (Germany),Farmstay,Like Holika Holika.
7.Medically related brand names (drug names). Medicine-related brand names are mostly referred to by the manufacturing company names (ergonims). In most cases, names of drugs are modified, abbreviated, slightly modified, and added forms of the name of the chemical or pharmaceutical element in the composition. For example, drugs such as Azithromycin, Azimak, Azef, Kurazit are considered to be the same antibiotics. In them, various forms of the word azithromycin, the main element, were chosen for the name.
8.Gastronomic names. The names of food products also serve the function of advertising and providing information about the type, quality, composition of the product to a certain extent.
Here are some gastronomic brand names:

Type of food product	Names
Names of sweets	Sneakers, Mars, Bounty, Twix, Kit Kat, Nestle
Names of dairy products	Shohimardonsut, Lactel, Prostakvashino, Musaffo, Kamilka
Drink names	Coca Cola, Fanta, Sprite, Ice Tea, Lipton
Dry tea names	Ahmed tea, Lipton, Impra, Tess
Names of sausage products	Unstoppable Father, Sherin, Rozmetov, Tim, Andalus
Names of flour and flour products	Dani, Melek, Makiz

9.Names of stationery products.Under the Deli brand, pencils, scrapers, whiteboards, scotch tape, calculators, glue, organizers, paper clips, staplers, erasers, pencils and other products are produced. Deli is a unique name for each of them.
10. Names related to construction.Modern paint names such as "Afrosiab", "Ikat", "Marokand", "Shosh", "Ark", "Eski Shahar", "Mokhi Khosa", "Registon", "Beqasam".
11.Names related to the banking and financial system.
The third season of the second chapter "Linguistic and extralinguistic factors in the formation of pragmatonyms.As pragmatonyms, trademarks should have such a positive meaning in their name, that with the help of the trademark, it is necessary to encourage the potential buyer to take the necessary action for the producer - to buy his goods. In many cases, there is an effort by the creators of the names of a certain product to emphasize its superior quality: Super, Absolute, Excellent. When creating a trademark, don't rely entirely on adding emotion to the product name alone. It is also necessary to take into account the taste, habits, and capabilities of the consumer⁹⁰. Therefore, one of the main functions of brand names is to convey positivity and encourage the purchase of a product.
Etymological, linguistic and cultural research of brand names formed on the basis of anthroponyms is also carried out in this season.Anthroponyms also play an important role in the formation of brand names. Most of the world famous brand names are based on anthroponyms. The main part of such brand names are names of cars, names of technical and technological tools, names of clothes and perfumes. They can be classified into several groups: formed from individual anthroponyms(like Ford, Mercedes, Tesla), formed from the union of two anthroponyms(Like Dolce & Gabbana, Hewlett-Packard), based on anthroponym+type of activity(Like Abbot Laboratories, Murad Buildings, Safia Bakery), with anthroponym + adjective device (Akbar Rich),made by abbreviating anthroponyms(Barbie), made from abbreviations of anthroponyms(NRG)brand names.
To brand names formed on the basis of toponymsUzbekistan Airways JSC, Uzbekistan Hotel, Asia Hotel,Asaka Bank, G'ijduvon Premium, Oktepa Lavash,Nokia,Adobe,Fuji, such as KFC; to brand names formed on the basis of cosmonymsMars, Galaxy;to brand names formed on the basis of animal, bird and fowl namescougar,RedBull, Firefox, Black Bear Coffee, Dove, Twitter, etc.; Apple, Blackberry, Mango are the brand names based on fruit names such as; brand names derived from the names of the elements in the product, such as Persil, KFC; Pepsi to brand names associated with the name of the disease that the product affects; to brand names formed on the basis of words representing quantity7 Up;to brand names consisting of abbreviations BMW,MAN, ZIL, GM;brand names formed on the basis of mythological names Nike,Pandora;to brand names formed on the basis of theonymsLada,Kawsar water, Zamzam water, Yasin cementlikeare given as an example.
The fourth season of the second chapter "Deonymization specific to pragmatonyms"called deonimization - transition of a proper noun to an appellative function without any formative suffixes, homogenization⁹¹is Products that have become popular and popular under the name of a famous brand can also be called by the same brand name. Usually, such brands are the first to launch this product. The transformation of a brand name into a product name is considered a great achievement for brand manufacturers, because all goods of the same type are named with the brand name, and the consumer names products belonging to one group with one brand name. At the same time, the legal protection of a brand name, which means a group of goodslevel decreases. Because the brand name remains open to any manufacturer of this type of product. If a manufacturer starts producing a product under the name of a famous brand, if the quality of this product is not as good as that of the brand owner, the reputation of the famous brand will be directly damaged.
In Uzbekistan and in the whole world, there are many cases where a brand name is used as a product name. Including Xerox (copier and copying process), Pampers (diapers), Keds (shoes), Jacuzzi (Jacuzzi - bathtub), Foen (hair dryer - hair dryer), Jeep (Jeep - various ob- the name of the product is considered a brand name.

Product name	Product type	Original brand name	Company
Xerox, photocopy	Copier	Xerox	Xerox
Pampers	Baby diapers	Pampers	Procter & Gamble (P&G)
keda/go	Sports shoes with rubber soles	Keds	US Rubber Company
Fen	Hair dryer	Foen
Jacuzzi	Hydromassage baths	Jacuzzi	Jacuzzi
Jeep	Off-road vehicles	Jeep	Halliburton
Toilet	Toilet fixture	Unitas	Unitas
Dictaphone	Speech recorder	Dictaphone	Columbia Phonograph Co . (initially) Nuance Communications (currently)
Felt-tip pen	A marker, a writing instrument	Flowmaster
Scotch	Long adhesive tape	Scotch	3M
Subway, metropolitan	Underground railway vehicle	Metropolitan Railway	Metropolitan Railway
Heroin	Narcotic substance	Heroin	Bayer
Aspirin	Acetylsalicylic acid	Aspirin	Bayer
Vaseline	Ointment used in medicine and cosmetics	Vaseline	Unilever
Thermos	A vessel used to keep water and food hot	Thermos GmbH
Photoshop	Photomontage	Adobe Photoshop	Adobe
Chupa-chups	The name of the dessert	Shupa chups	Perfetti van Melle
Take a dive	Special clothing worn for diving, the process of diving	Aqua-Lung	Divers
Akfa	Doors and frames made of plastic and aluminum profiles	Akfa	Akfa

The third chapter of the dissertation "Linguistic-cultural and communicative-pragmatic characteristics of pragmatonyms"is called Chapter One "Use of stylistic tools in pragmatonyms” is dedicated to.As the main function of brand names is to attract the consumer and differentiate the product from other similar goods, their sonority and memorability is also an important factor. In her research, N.Stadulskaya emphasized that the most effective way to attract attention to brand names - pragmatonyms is the use of stylistic tools, and in most cases, brand names contain stylistic signs that describe the characteristics and qualities of the product and the results achieved through their use. determines⁹².
Onomatopoeia is the use of imitative words in the language, which means making different sounds imitating the natural sounds of natural phenomena, people, animals or certain things. Imitative words based on onomatopoeia can be used as brand names. Names such as "Mu-mu", "Kis-kis", KikiRiki are based on onomatopoeia, and several stylistic tasks are envisaged from the use of such names: a) to achieve sonority and melodiousness through imitative words; b) attracting the attention of buyers through onomatopoeia, taking into account that the products are intended more for children; c) affect the emotions of customers and thereby encourage them to buy the product.
Alliteration is also considered one of the phonetic stylistic tools and aims to achieve stylistic coloring through the repetition of consonant sounds. Brand names such as Coca-Cola, Kit-Kat, Tip-Top are based on alliteration, in which melodiousness is achieved through the repetition of consonant sounds, ensuring that the product name is sonorous. The more resonant the name of the product or brand, the easier it is to remember the name of the product.
Rhyme is also considered a phonetic stylistic device and can be widely used in brand names or slogans. For example, the motto of the world-famous Gilette brand, "Gilette - the best a man can get", has a resonance and melody due to the fact that it is based on a rock.
The second season of the third chapter "It is called precedent and connotativeness in pragmatonyms. The name precedent is explained in the "Linguistic Encyclopedic Dictionary" as follows: precedent (lat. praecedens - preceding, preceding) - before, in the past, serving as an example or justifying evidence for subsequent units of this form unity⁹³. VAMaslova said that personal names associated with texts or events well known to representatives of a certain nationality can be precedent names.⁹⁴. Precedent expressions are quotations, aphorisms, proverbs, sayings, and slogans of various characters.⁹⁵. In the name and packaging of children's products, well-known and well-known precedent names and phrases used in children's fairy tales are used.
O. Yakovleva emphasizes that the use of precedent names is defined as the linguistic and cultural characteristics of pragmatonyms. He cites anthroponyms, mythonyms, chrematonyms, chrononyms, ideonyms, oikonyms, urbanonyms, hydronyms, phrases and units related to the culture of the Russian language as precedent names with a national-cultural color.⁹⁶.
The name of the candy "Terem-teremok" is based on the fairy tale "Teremok", the name of the candy "Petushok zolotoy grebeshok" is based on the fairy tale of the same name, and the name of the candy "Belochka" is based on the fairy tale "Belochka".
KOMO Design Uzbek clothing brand produces "Zumrad va Qimmat" t-shirts. The founder of the brand says, "We want to give pleasant emotions and memories, after all, this cartoon reminds us of our childhood." Underneath the image of the treasure is the inscription "Don't talk too much, old lady". So, if the pragmatonyms Emerald and Precious are predicate nouns, the expression "Kop waqillama, old lady" is a predicate phrase.
The use of precedent names in the naming of products is intended to have a positive effect by attracting the buyer, reviving certain memories in human memory.
Chapter Three Season Three "Advertising texts and pragmatonyms” is called.Advertising is a set of information about products or services that provides interaction between a seller (service provider) and a buyer (consumer), influences the thinking of a potential buyer. Although the advertisement itself is short, it is considered a complex type of text. Because advertisements aim to form an image of a product (service), provide information, interest the buyer, attract, encourage them to buy (use) through short words or actions of a few seconds or a single text. .
In advertising texts, linguistic (verbal) and non-linguistic (non-verbal) tools are combined and have an effect as a whole, and the creation of this type of text requires not only linguistic knowledge from the creator, but also extralinguistic and psychological factors. requires to be.
Given that the main task of advertisements is to provide information about the product and encourage the purchase of the product, the name of the product, i.e. pragmatonym, is of particular importance in the success of the advertisement. Because it is pragmatonyms, that is, the brand name, that forms the first image of the product. The public is informed about pragmatonyms through advertising. Even if the product slogan and the manufacturer's name are not reflected in the advertising text, the product name must be present, without which the advertising text cannot be imagined. So, a pragmatonym is the most basic element of advertising, and advertising is an important means of creating pragmatonyms.
Based on the presentation of pragmatonyms in advertising with the help of visual effects, the visual appearance of the pragmatonym is preserved in the mind of the consumer, which helps to easily remember the name of the product. At the same time, on the basis of a unique, creative approach, interest in the product name and, in turn, in the product increases. In addition, the consumer gets a positive impression and is motivated to buy the product. The product name, color, packaging itself also acts as an advertisement. In the product whose photo is presented below, the pragmatonym "Semechka" is given with the help of visual effects in the style of "7echka" based on a special approach:



It is necessary to note the importance of colors in the presentation of pragmatonyms in advertising. Human psychology is influenced by reflecting pragmatism in different colors. For example, the following pragmatonym is always given in red:

It is known that red is a color that has a strong influence in psychology. "Red color makes a person stop. Therefore, it is used in many places, for example, on prohibition signs or traffic lights. However, according to American scientists, for some, the red color serves as a signal calling for action.⁹⁷. So, the experts who came up with the pragmatonym and the brand logo paid attention to such psychological states when giving the color red, that is, a person who sees red pays attention to it, stops, and then begins to perform an action. Action in this case means buying the product. The use of different colors (for example, green (Artel), blue (PayPal)) in different advertisements is also related to their psychological impact.
The fourth part of the third chapter is called "Pragmatonyms and issues of language purity". Acquisition of words from foreign languages, introduction of new concepts into the mother tongue along with lexical units representing these concepts is considered a natural process. Progress, development, the emergence of imported consumer products, the name of these products, i.e. pragmatonyms, also motivates the migration of names.
As long as world-famous brands operate in Uzbekistan or such products are imported to our country, naturally, the brand name and other elements of it also enter. Popular brand names must be spelled exactly as they appear in the original language. If any letter or symbol in the name of the product is changed, the originality and authenticity of the product may be doubted. Because it is precisely counterfeit (fake) product manufacturing companies that try to differentiate their products by changing a letter or symbol in the name of the product and brand. For example, Adidas is a famous sportswear brand. Other companies use the popularity of the company name for their own purposes and produce sportswear by changing one or more letters.

Therefore, making a mistake in the spelling of the original brand name can harm the reputation of the product and be considered as an illegal event.
Another issue is the question of which alphabet to use for brand names. A name given in the Latin alphabet cannot be given in Cyrillic, and a name given in the Cyrillic alphabet cannot be given in the Latin alphabet. In this case, the above phenomenon - violation of intellectual property rights can be observed.

Therefore, it is advisable to be careful in the spelling of brand names borrowed from a foreign language, to express the brand name as it is given.
At this point, it is necessary to pay attention to one more issue. There is a problem that is currently on the minds of the general public. There is also the issue of giving Uzbek names to the products produced in Uzbekistan. This requirement cannot be placed on world famous brand names. We do not have the right to change the name of foreign brands, to Uzbekize them. But we have the opportunity to choose names in Uzbek and to give Uzbek names to the products produced in our country. Nevertheless, today there are many cases of using words related to foreign languages ​​when choosing names for products produced in our country.
Cars manufactured in Uzbekistan are produced under the brand "RAVON" and are exported to foreign countries. At the presentation of the "RAVON" brand in Moscow, they informed that "UzAUTOSANOAT" is an abbreviation of the brand name, which means "Reliable Active Vehicle On Road". Also, this word corresponds to the meaning of the word "fluent" in the Uzbek language. The name "RAVON" implies the production of a car that runs smoothly on roads. It can be said that the brand name has been chosen successfully, the name and the purpose of the product and the scope of activity are compatible with each other. The name reflects the combination of an abbreviation in English and the word national in Uzbek, and features of both nationality and globality are successfully integrated.
Another aspect of the matter is that not all Uzbek names are exemplary or satisfactory. Clothes are produced in Uzbekistan under the "Ikkichi" brand. This name cannot be said to be satisfactory, of course. It is clear that the producers wanted to be known by a negative name, to become famous as soon as possible. However, a nicer, more positive quality could be used instead of this name. Even if it was called "Alochi" instead of "Second", we think it would have been a sounding and sufficiently attention-grabbing name. Or don't the clothes produced under the name "OZBE" show the level of literacy of the Uzbek nation, attention to the national language? Isn't the fact that we misspell the name of our nation a sign of the decline of our language? It is worth noting that this is also a way of advertising and attracting the attention of consumers. However, any name is suitable if it has a positive meaning, evokes a positive image and is formed based on the rules of the Uzbek language.