Pragmaonomastics and onomastic potential of words of the year in Germany and Russia

The article focuses on the pragmaonomastic analysis of proper names and deonyms – «words of the year» in Germany and Russia in 2007–2013. The author explores the composition of the onomastic sphere of German and Russian words of the year as well as characteristics of relevant precedent names of different onomastic types. «Words of the year» with onomastic components form the mental culture of society, system of values and ideas regulating social relations.