Abstract
<jats:p>The author of the article proceeds from the premise that an ergonym, being an advertising name, implements in its form the main internal opposition of advertising – informativeness contrasted with suggestiveness. The purpose of the study is to trace the specific characteristics of the implementation of this opposition in the ergonymy of various industries. The material is Saratov ergonymy of the service sector with a total of 1,439 nominations. The study showed that the boundary between the traditionally distinguished informative and symbolic types of ergonyms is not rigid. An ergonymicon can be represented as a field with an informative core, a transition zone, and a symbolic periphery. The ergonymy of medicine is more informative than others, and the ergonymy of the entertainment industry is more symbolic. Ergonymicons of various industries have similar periphery, but are specific within the framework of nuclear and transition zones. The informative potential of an ergonym makes it possible to represent an ergonymicon in the form of a frame. The share of different slots and the peculiarities of their lexical representation are individual in each industry. The slots “Establishment” and “Service” are the most in demand in all industries, capable of containing information relevant to the addressee, while “Topos” and “Attributes” are the least in demand. In medicine, the ergonyms of the main slots perform a predominantly informative function. In the beauty and catering industries, where competition is higher, ergonyms receive an additional pragmatic load. We see the metaphorical and metonymic use of lexemes from other spheres of public life, the use of foreign language vocabulary, names of realities of other cultures and other times. In the beauty industry, more than in other industries, the “Client and his sphere” slot is important, which, in addition to the technique of “approaching” the client and “uniting” with him, uses the technique of complementary nomination and the nomination of objects of the client’s sphere as associative motivators. The approach implemented in the article can be applied to ergonymicons of other spheres of public life.</jats:p>