At present in the conditions of increasing activation of advertising and information activities the main success factor is self-identification. Naming or a name creating process plays one of the principal parts in this activity. The article discusses the basic trends of naming in the real estate market of Yekaterinburg, moreover that the naming practice has gained a strong position in this area for a long time already. The article concludes that with the advent of naming in the real estate market the attitude of the residents of Yekaterinburg towards their home city and themselves is changing. It is clear that a housing estate of eliteor business class is just bound to have its own name which would reflect its status, image, position in the market. Thus beautiful and sonorous names especially those appealing to the Russian history, culture enrich not only the city but also a person and his or her individuality. It is individuality, universal values that come to the foreground in the polycultural world. That is why purchasing an accommodation in a house or a housing complex a person acquiresnot only an ownership of an apartment but also supports his or her status of the person possessing taste and status in society.
|Título traducido de la contribución||The role of naming of city in the polycultural development of modern society|
|Número de páginas||5|
|Publicación||Вестник Челябинского государственного университета|
|Estado||Published - 2015|
- 19.00.00 MASS COMUNICATION. JOURNALISM. MASS MEDIA
Level of Research Output
- VAK List