Functions of Geortonyms

The author considers geortonyms as one of the varieties modern advertising names: subject study were names art projects State Tretyakov Gallery last 5 years, purpose is mechanisms and specifics implementation main functions these commercial nominations. To analyze structure, semantics stylistic features from point view their functioning, special linguistic methods functional-structural contextual-interpretative analysis, well linguopragmatic method used. Special attention paid to those components studied nominations, with help which an effective impact on target audience carried out. It established that implement informative function allows identifying named object, while simultaneously solving educational tasks, involves managing in combination influencing its emotions. ultimate goal creating group possibility behavior addressee. most significant elements structural organization analyzed nominations expressive means used creation, contribute specified set functions, are identified. obtained results a specific – play important role cultural space. Among all types festive events, this thematic least studied, regard, analysis us obtain new data how determines scientific novelty study.