Wordplay as a means of attraction in commercial names (based on company names of the Ternopil region of Ukraine)

Abstract

The article is a study of the role of wordplay as a means of attraction of clients in the structure of commercial names, of the structural and semantic-associative features of wordplay in ergonymy. It distinguishes and analyzes models of company names of the Ternopil region of Ukraine, which are formed by means of different types of wordplay.