Plurilingual wordplay in ergonyms: a study of linguistic landscapes of Lyon and Kyiv

The paper focuses on linguistic landscapes as dynamic public verbal spaces which represent plurilingual wordplay tendencies in ergonymic nominations. The object of our research comprises ergonyms or commercial names with plurilingual wordplay in the cities of Lyon and Kyiv. The study aims to analyze the structural characteristics and formation methods of plurilingual ergonyms, as well as to examine the functional aspects of plurilingual ergonymic spaces of the studied cities. The research material comprises ergonyms of Lyon and Kyiv extracted from websites, advertising booklets, and, predominantly, through personal observation of the streets in both cities. The applied research methods include the description, semantic analysis, structural analysis, graphic and functional analysis. Special attention is paid to the languages used in bilingual ergonymy (English, French, Spanish, Ukrainian), as well as to comparative studies of linguistic features of wordplay in the ergonyms, with particular emphasis on bilingual blends in Lyon and Kyiv. The study establishes that ergonyms perform multiple functions, the main of which are ludic, expressive nomination and identification. Graphic means employed in wordplay include capitalization, change of colours and deliberate mistakes used to contribute to ambiguity through paronymy. The findings reveal the complex nature of plurilingual wordplay, which simultaneously relies on the use of semantic and graphic means to create an ambiguous perception that enhances advertising appeal. Further studies may involve a comparative analysis of plurilingual wordplay in other cities and languages, or a contrastive study of monolingual and plurilingual wordplay to identify linguistic and extralingusitic means involved in its creation.