Linguomarketing approach in the research of Ulan-Ude ergonyms

The article discusses the essence of the linguistic marketing approach and the possibility of its application in the study of ergonyms. The information that the ergonym carries within itself is built on the several levels: mental and emotional, conscious and subconscious. The ergonyms can contain linguistic, axiological and semiotic features. They may have a system of verbal and non-verbal signs contributing to marketing appeal. It is noted that the linguistic marketing approach allows us to study the influence of the language on the recipient and identify the most successful nomination models for use in marketing. It allows, among other things, to consider ergonyms of a multiethnic region both as a nomination that performs advertising, nominative and other functions, and as a phenomenon of a universal national-specific picture of the world, taking into account the correspondence of language means forming a full-fledged image of the objects of the city of Ulan-Ude.