Galyna Zymovets

https://orcid.org/0000-0002-6232-7469
O. O. Potebnya Institute of Linguistics of the National Academy of Sciences of Ukraine

Abstract
The article focuses on analyzing motivation patterns for naming in the travel industry in Germany, Poland, and Ukraine. The research is based on a cognitive approach to proper name semantics, namely on the frame theory. Several slots and subframes have been revealed that demonstrate productivity in naming travel agents, i.e., the field of activity, place of activity, producer, recipient, axiological and symbolic subframes, and the frame of nature. The most salient domain of motivators in all the three countries is the slot of the field of activity. The difference between naming patterns across countries consists in the preference for either local or international elements, e.g., the native vocabulary is more salient in Germany than in Poland or Ukraine. Outlining a company’s specialization is also of greater importance for naming patterns in Germany. The frame of nature, i.e., geographical terms, the vocabulary of atmospheric phenomena, plants, and animals, is another significant source of commercial names in the tourism industry. Motivators from this frame are used to persuade clients to consider traveling. The producer slot is of minor importance in Ukraine and is more productive in Germany and Poland. The recipient slot serves as a tool for specifying the audience in all countries. The axiological and symbolic subframes play a more important role in Poland and Ukraine, which indicates the prevalence of persuasive strategies in business communication in these countries. The Polish naming relies more on creative techniques such as wordplay.

Keywords
commercial name, frame, motivation, axiology, persuasiveness