The role of linguistic and cultural realities in the formation of a company’s image

This article is devoted to the study of linguistic and cultural realities in the naming of commercial and government organizations and determining their role in shaping the image of companies. The relevance of the study is due to the importance of studying words-realities that have the most vivid national-cultural background as a set of additional information and associations related to national history and culture and known to all representatives of the linguocultural community. The study of modern business communication texts, which reveal a tendency to emphasize the national and cultural uniqueness of promotion objects, is of particular importance. The purpose of this study is to identify stereotypical ideas about Russian culture and describe their representation in the names of commercial and government organizations in order to identify linguistically valuable vocabulary. During the study, a sociolinguistic experiment was conducted, which consisted of an associative survey of 200 Russian and foreign citizens to update their ideas about Russian culture; comprehensive analysis of the most significant (culturally rich, philosophical) texts, dictionaries of different types data from the National Corpus of the Russian language, on the basis of which we selected 12 lexemes with national-cultural component (bear, matryoshka, samovar, Gzhel, felt boots, Khokhloma, garmon’, scarf, balalaika, cabbage soup, bast shoes). The method of analyzing the correlation relationships of selected lexemes with information provided by the electronic service of the Unified State Register of Legal Entities / Unified State Register of Individual Entrepreneurs, made it possible to create a card file of the names of various organizations that served as material for component, distributional, semantic, and linguocultural analysis. It has been established that linguistic and cultural realities participate in the formation of a positive image of the company, associatively reflecting in the name the character traits inherent in the Russian person, the cultural and historical experience of the people.