CREATIVE NAMING IN THE ASPECT OF TEACHING IN THE INFORMATIONAL ERA

The article considers the field of commercial nomination, one of the modern discursive practices in the aspect of teaching the native language. Commercial names, whose wide spread is due to the market economy peculiarities and the dynamic development of megacities, are the object of the research. Urbanonyms of the largest Russian megacities serve as the research material. Names of commercial objects characterise the onomastic environment of a modern city, as they constitute its significant part. They have the linguistic and the cultural value because they demonstrate the national and cultural identity of a city or a region. The goal of the proposed description is to prove this value and offer concrete forms of work with this new and non-standard linguistic material. The article describes certain methods of using commercial urbanonyms in the practice of teaching Russian in secondary schools, as well as general philological and special speech-related disciplines in higher educational institutions. The work with such material promotes greater involvement of schoolchildren and students in the modern educational process and enables the formation of general cultural competencies in schoolchildren and that of professional competencies of the students, who have chosen naming examination as for their specialisation. The results of the research and the recommendations developed therein can be used by practical teachers in the project activities of schoolchildren, as well as in the development of courses and special courses on semiotics, a language of advertising, copywriting, naming, branding and creativity linguistics. (C) 2017 Published by Future Academy www.FutureAcademy.org.UK