Manipulative Principles in The Formation of Pragmatonyms

This article examines the role of pragmatonyms in modern advertising discourse and their manipulative potential. Pragmatonyms are considered as central elements of the advertising onomasticon, functioning as key tools for attracting consumer attention within the AIDA model. The study analyzes graphic, phonetic, morphological, syntactic, lexical-semantic, and stylistic means involved in the creation of pragmatonyms. Special attention is given to manipulation, covert communicative influence, neuro-linguistic programming (NLP), and representational systems. The findings suggest that pragmatonyms should be viewed as multi-layered linguistic constructs performing nominative, advertising, and cognitive-cultural functions.

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