The choice of name for the business project: lingvokulturologicheskom approach

This paper addresses the problem of analysis ergonimically vocabulary terms: linguistic, cultural and image-advertising approach. The authors have chosen the following basis for analysis ergonomov as creativity and efficiency. The article presents the results of one of the experimental techniques psihology-sticks - associative experiment. The object of the study is ergonomy most popular commercial firms of Magnitogorsk. The subject of the research - semantic and pragmatic peculiarities of the selected titles. The authors come to the conclusion that ergonimically vocabulary can only be effective when the choice of titles is the work of a specialist.