UDC

81’364

Authors

Natal’ya Yu. Timofeeva
V.I. Vernadsky Crimean Federal University; prosp. Akademika Vernadskogo 4, Simferopol, 295007, Respublika Krym, Russian Federation;
e-mail: natashanorge@mail.ru

Abstract

Current language unification in media texts makes urban colloquial speech a spontaneous environment of active linguistic change. As a result, urban speech has become an object of interest for scholars, particular attention being paid to creative language use in spontaneous communication. Examples of creative language use in the speech of Russian city dwellers as well as urban toponyms were analysed to study how language antinomies act during live communication and in the text space. The conditions of such communication were compared taking into account the different levels of spontaneity, which determine how much an oral or written text would deviate from the standard. Such differences become too distinct when studying general slang usage in oral advertisements and ergonyms. Speech acts under spontaneous communication allow of wider norm variation and greater neutralization of slang elements. Easy reproduction and required unambiguity of an urban sign guide the choices of its creator. Realization of author’s intention under these requirements involves stylistic modification of colloquial elements. Ignoring of the above conditions often results in a conflict between language form and its perception by the public, while the question of an urban text’s deviation from the standard can end up in court. This fact indicates that presenting a speech act in written form changes the conditions of its functioning. Thus, the performed comparative analysis revealed some specific features of creative language use in urban texts that need to be taken into account in the course of naming and advertising practice.

Keywords

creative language use, urban toponym, pragmatonym, ergonym, informational function of language, expressive function of language

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