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Development of the metallurgical branch of industry in this region, 
which is also reflected in ergonymiya: firms «Азовметаллургстрой» 
(Azovmetallbuild), «Металл» (Metall), «Металлопрокат» (Metall rolling), 
«Метснабресурс» (Metsupplyresource), «Металл» (Metall), «Металл-ресурс» 
(Metall-resources), 
«Металлтрейд» 
(Metalltrade), 
«Металлформ» 
(Metallform), «Метинвестхолдинг» (Metinvestholding), «Укрстальсервис» 
(Ukrsteelservice). 
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Availability of coal mining industry is also recflected in the nomination:
a supermarket «Шахтер» (Miner), rest camps «Шахтерскиезори» (Miner’s 
dawns), «Шахтостроитель» (Minebuilder), «Уголек» (A small piece of coal), 
sanatorium «Шахтер» (Miner), cafe «Уголек» (A small piece of coal), cinemas
«Шахтер» (Miner), «Горняк» (Miner), hairdresser «Горнячка» (Minress/ a 
female miner).
Landmarks south and east are used much more often in naming, than words 
north and westbecause they have been fixed in the south-eastern part of Ukraine. 
Our research shows that the names of objects are usually motivated. 
Originally a nominator gives certain functions to a name. Almost all considered 
ergonyms carry a positive emotive charge (positive connotation). 
When a name is given to any urban object its semantic direction changes. 
Thus, the noun обжора (great eater, glutton), that denotes a fat person with 
excessive appetite and often with a large body, after the opening of the supermarket 
«Обжора», might produce associations with plenty of theirsold and purchased 
goods. 
The main functions of ergonyms are: nominative, informative and 
advertising, but here should be mentioned the effect of a psychological function, as 
the name impacts (sometimes through advertising) the subconscious of potential 
recipients, provides confidence in high quality of goods or services. Security 
function of ergonyms is in the owner’s exclusive right to use the name, which 
guarantees him/her legislative protection from unfair competitiors. 
The main role of the informative function is to inform recipients about 
activities of institutions, businesses and other organisations. The information may 
be rendered through the description of their activities or location of organisations. 
The main task of the owner is through the title to report the information about the 
organisation or company which is directly connected with its activities. 
In the 90s due to a sharp increase of the number of ergonyms, weakening of 
their informative function, but strengthening of the advertising function are 
observed.One of the tasks of the advertising function is an impact on the 
subconscious level of the human mind. 
Names form an image representation about activities of the object, which 
acts on the conscious and subconscious of a client. At a subconscious level, it 
creates a certain social and psychological setting, which predicts choice. Affecting 
feelings and emotions, the name of the object convinces in its significance and 
indicates exclusivity. A successful name is able to excite imagination and cause 
emotional reaction regarding this object. Bright and emotional name carries an 
advertising function and it expands the range of clients. The name of a company 
models its image to take advantage of its goods or services at the lowest cost. 
To strengthen the advertising function ergonyms should be aesthetic, laconic, 

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and be easily remembered and pronounced. All the diversity of ideas that arises in 
the human mind can be expressed through verbalized elements. The name, created 
by taking into account mentality, stereotypes, conscious and subconscious mind of 
people, carries special social, psychological and cultural values that promote a 
favorable emotional perception. 
Today, names of objects perform the advertising function everywhere: on 
television, commercial posters along city avenues, billboards, on promotional 
leaflets in transport and in our postboxes. 
High quality products, proper service and entertainment prolong the life of 
ergonyms and promote the successful transformationof a name into a brand. 
The role of certain functions cannot remain unchanged with time. They 
develop, depending on economic, political and social conditions in society. Due to 
competition some functions might become stronger and others might become 
weaker. After some time, their positions may change. 
Perception of created names depends on extra linguistic context in which 
they operate. Thus, over the years of independence names transmitting national 
character and national traditions of Ukraine and providing valuable information 
about the history and culture of the region appeared. These names help to 
understand the processes of formation of the people’s mentality, show the 
relationship of onomastic units with the vocabulary of other languages, reasons and 
processes of borrowing foreign vocabulary, its distribution and functioning in 
speech. 
While selecting an object the consumer orients not only to its name, but also 
to other characteristics: location (geographic proximity), affordability, high level of 
service, quality guarantee. Here are the roots of the importance of the economic 
factor in nomination. In fact, the name itself reflects the fight for a client, for the 
absorption of his attention among similar competitive companies. So, a 
successfully created name and marketing knowledge allow the owner and his team 
to take the winning solution using purposefully formed or already existing demand. 
Earlier, because of domination of state ownership, in the absence of competition 
and scarcity of the commodity market, concern about naming objects of human 
activity was almost unnecessary. Economic and political transformation in the 
country at late XX – early XXI centuries could not avoidthe impact of the 
development of commercial activities. The number of industrial and trade 
businesses in major industrial regions of Ukraine has significantly increased. 
Dynamics of growth of enterprises is reflected in a variety of ways of ergonyms 
formation, which are not always consistent, but often spontaneous. 
Economic competitiveness of enterprises suggests that the title should 
contain information, attracting potential clients to the services of this firm. This 
pragmatism is in the impact on the recipient by the nominator. 
The name is a guarantee of the quality of a company. The client, who has 
received high quality services, desires to get them again. And on the contrary after 
receiving a bad product or service of low quality, the customer will not only wish 
to ask for that service again, but will create anti-advertising in his/her environment. 
Thus, having existed for some period of time, ergonyms acquire the ability to cause 
both positive and negative associations. For the success of an enterprise its name 
should play a role not only of legal designations of the firm but also it should serve 

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as an element of the company image. The name served to communicate 
information about the object to a number of individuals, whom the object is 
concerned to. 
The entire vocabulary of names is responsive to political, social, cultural 
changes in society. Ideological factors affect the state of ergonyms at all stages of 
the history of the city or even a region. Signs on the institutions vary according to 
governmental decisions. This relates primarily to administrative and state 
enterprises, institutions and organisations. Changes in the social and political 
situation affect ergonimiya of any city. 
Thus, city ergonymiya as well as toponymiya are products of social and 
political systems, which reflect everything that happens in society: cultural, social, 
political and economic processes. Influenced by various political transformations in 
society ergonyms can turn into ideologemes of the social consciousness of their 
time. Despite of the large influx of romantic "fancy" names and names pointing on 
the location of objects and the type of products or services provided, ergonymiya 
remains one of the most ideologised areas of onymic space. 
National and cultural identity of nominative units is reflected in wide use of 
vocabulary that cannot be translated and can be understood only by native 
speakers, for example, a travel agency «ГалопомпоЕвропам», (Crossing Europe 

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