Names of types of eating establishments: linguo-semiotic aspect

Abstract

Significant changes are currently taking place in the terminology used to designate types of eating establishments (EE). However, linguistic studies of the names of types of EE are extremely scarce. The subject of this article is linguo-semiotic system "names of EE types" as a structural element of the restaurant signage in a resort town (Imeretinsky resort, Sochi). The objective of the study is to identify linguistic and semantic dynamics in the specified system as a linguocultural code that provides the processes of encoding and decoding signage information. Methods of semiotic and linguistic analysis were used in the work. At the first stage, a theoretical Basic Model of the linguo-semiotic system “names of ЕЕ types” was developed. The Basic Model presents the generally accepted meanings of traditional ЕE names as a system of paired differentiating features. At the second stage, a semiotic and linguistic analysis of practical material was carried out, aimed at identifying deviations from the basic model. As a result, we identified and systematized features of the formation of a new linguocultural code, manifested both at the level of the semantic structure (cultural codes) and at the level of the language code. Five Operating Models of nontypical ways of representing the meaning "type of ЕE" in a signage were built. There were identified 2 new, in comparison with the Basic Model, meanings which are being actualized in the semantic structure of new names of EE types. Conclusions were drawn about the connection of semantic and linguistic dynamics in the system of names of EE types with modern trends in eating culture. Promising directions for further research were outlined. The materials of the article can contribute to the development of the method of linguo-semiotic analysis and can also be applied in the field of marketing and creating an attractive image of a resort town.