Russian Brand Names as a Matter of Linguistic Conflict

• Autores: Irina Kryukova
• Localización: Onoma: Journal of the International Council of Onomastic Sciences, ISSN 0078-463X, Nº. 47, 2012 (Ejemplar dedicado a: Names and law), págs. 247-261
• Idioma: inglés
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• Resumen

  • In the present article we observe the phenomenon of linguistic conflict in connection with brand names. So, here we understand linguistic conflict as the result of a certain communicative act, when a naming subject and a potential addressee are opposed to each other on the matter of a newly invented name. The analysis of Russian brand name legislation enabled us to define two potential conflict situations which refer to two types of linguistic conflict, namely � economic and socio-political. The first type is connected with the violation of the law which prohibits the use of identical and similar names. For instance, there was a collision between Sberbank, which is the largest bank of Russia, and a small family-run restaurant Sberbar which was set up near one of the bank�s offices. We refer to that situation as a conflict of the first type. The conflicts of the second type emerge when legally prohibited use of name elements, which may cause social, ethnical, and racial conflicts, takes place. For example, when Moscow World War II veterans started a protest action against the owners of Antisovetskaya cafe the society witnessed a conflict of the second type. These examples present a linguistic conflict as a special communicative event which can be observed in progress and undergoes certain stages, namely: genesis, evolution, resolution. We also describe the speech strategies which conflict parties use: accusation, excuse, threatening, offence.