Connotative meanings of ergonyms: analysis of linguistic and cultural connotations of restaurant names in St. Petersburg

Shchukina Kira Alexandrovna PhD in Philology Associate Professor; Department of Russian Language and Teaching Methods; St. Petersburg State University; 7-9-11 Universitetskaya Embankment, Vasileostrovsky district, Saint Petersburg, 199034, Russia k.shukina@spbu.ru Other publications by this author

Li Shu ORCID: 0009-0002-4194-2718 Postgraduate student; Faculty of Philology; St. Petersburg State University 7-9-11 Universitetskaya Embankment, Vasileostrovsky district, Saint Petersburg, 199034, Russia st121878@student.spbu.ru Other publications by this author

Introduction

The names of restaurants, as a kind of ergonyms, serve as a linguistic embodiment of Russian national culture, possessing pronounced ethnocultural specifics. Cultural connotation, being implicit in nature, forms an additional semantic layer, which is layered on the direct denotative meaning of the linguistic unit ^[1]. This is fundamentally important for our research: ergonyms not only convey information, but also to a certain extent reflect the culture and identity of a given region ^[2]. The relevance of the research is determined by the role of ergonyms as elements of the linguistic picture of the world, significant for linguistic and cultural analysis. St. Petersburg, acting as a city with a unique cultural heritage, provides rich material for studying the connotative meanings of ergonyms in urban space.

The purpose of this work is to identify connotative meanings in the names of restaurants in St. Petersburg from the point of view of linguoculturology. The research material includes 800 names of restaurants and cafes in St. Petersburg, selected by continuous sampling from Internet resources ^[3].

The connotation is formed through the prism of native speakers' linguistic consciousness, reflecting their cognitive and emotional perception of the world, social interactions and events ^[4]. The concept of "connotation" penetrated into linguistics through the grammar of Port Royal to denote accidents (accidental properties of objects) in contrast to substances (properties of objective reality) ^[5]. Within the framework of linguoculturology, the term "connotation" is considered in the works of the following scientists: according to V.N. Telia, connotation is defined as "a macro component of the meaning of linguistic units, expressing the speaker's emotive-evaluative attitude to reality and giving semantics an expressive coloring" ^{[6, p. 5]}. The structure of connotation includes: 1) Motivating basis (internal form — associative-figurative representation or non-standard sound appearance); 2) Emotive-evaluative modality (vertex component combining emotions and evaluation); 3) Stylistic labeling (register, social or cultural reference) [Ibid.: p. 95].

In addition, in their writings, E. M. Vereshchagin and V. G. Kostomarov also put forward their opinion on the term "connotative words".: words that evoke emotional, ethical, and aesthetic associations ^[7]. According to their definition, connotative meanings consist of two aspects: concomitant meanings based on sociocultural contexts, and concomitant meanings created by linguistic means (for example, affixal ways of word formation, etc.).

Following V.N. Telia, V.A. Maslova considers the term "connotation" as an "exponent of culture in a linguistic sign", which is formed through an associative-figurative or symbolic basis ^[8]. In a broad aspect, all components of connotation (emotivity, evaluativeness) are characterized by cultural labeling. In a narrow sense, ethnoconnotation connects a unit with a cultural space, reflecting national stereotypes and values.

From the point of view of linguoculturology, two types of connotative meanings can be distinguished: cultural and stylistic connotation ^[9]. Words with cultural connotations usually refer to neutral words that have the same denotative meaning in two or more languages, but have special emotional and evaluative meanings and cultural and historical associations within a certain national and cultural community.

The connotative meaning of the word denotes subjective assessments and attitudes that accompany the process of generalized reflection of an objective subject by people. Its characteristics are as follows: 1) A connotative meaning is an additional, additional meaning outside of conceptual meanings. It does not refer to the fixed semantic components of a word; 2) The connotative meaning of a word has an emotional, evaluative coloring; 3) The connotative meaning of a word has associative features; 4) Although the connotative meaning is characterized by social features, admittedly, it does not resemble conceptual meanings, which are stable and clear ^[10].

Language is a mirror of culture. The study of specific linguistic phenomena makes it possible to identify rich cultural connotations ^[11]. The study of the connotative meanings of ergonyms, in particular, the names of restaurants in St. Petersburg, is of particular importance in the framework of linguoculturology. In our study, the connotative meaning of ergonyms is understood as a set of implicit components superimposed on the denotative meaning of a word. The connotative meaning of ergonyms reflects emotive-evaluative, cultural-symbolic and stylistic associations within a certain linguistic culture.

The analysis of linguistic and cultural connotations of the names of restaurants in St. Petersburg

The linguistic and cultural connotations in the 800 restaurant names are reflected in five categories: 1) historical and cultural references; 2) globalization and intercultural synthesis; 3) natural images and regional features; 4) modern cultural trends and social identity; 5) gastronomic pragmatics and specifics. Next, let's look at specific examples in detail.:

1. Historical and cultural references

This category reflects Russia's imperial past and its cultural memory. The people act not only as the creator of folklore traditions, but also as a carrier, translator and keeper of cultural memory ^[12]. Many restaurant names are associated with historical figures, events and culture. For example, the restaurant "Grand Duke Vladimir's Palace": the establishment is located in an old mansion that belonged to the imperial Romanov family. Griboyedov Club: the name reminds consumers of the classic of Russian literature Alexander Sergeevich Griboyedov. "Bakunin": the name refers to the anarchist Bakunin. "Blue Pushkin": the name is associated with the famous Russian poet Alexander Sergeyevich Pushkin. As E.V. Vedeneeva noted in her work, "the way to fit the created name into the cultural context, to give it significance, is to use precedent names" ^{[13, p. 3]}.

There are names of restaurants in this category related to architectural ones. For example, "Rotunda": the name means a circular structure in terms of its type, which became widespread in the 18th and 19th centuries in Russian architecture as elements of palace complexes. In addition, the rotunda is also considered a meeting place for Masons or secret rituals. "Capella": The capella designates the oldest musical institution in Russia, founded in the 15th century (now the Academic Capella of St. Petersburg). The restaurant is located next to the Capella building.

And also some of the names are based on literary and artistic references. For example, "Ode": a genre of solemn song used in ancient and classical literature. The name reminds of a solemn song dedicated to an event or a hero. "Clockwork Eggs": the name comes from Mikhail Bulgakov's fantasy novel "Fatal Eggs". "At Schweik's": the title refers to Yaroslav Hasek's novel "The Adventures of the Brave soldier Schweik".

The use of precedent names, symbols, and references in restaurant names preserves cultural memories related to history, customs, and art. Ergonyms in this case have become a space of dialogue between the past and the present.

2. Globalization and intercultural synthesis

In the era of globalization, gastronomic onomastics is becoming a mirror of intercultural communication. As S.A. Pitina noted in her article, "Ergonyms in the field of public catering are subject to foreign influence, reflecting the peculiarities of the cuisine offered in their names" ^{[14, p. 60]}. The main features of the nomination in this category are as follows:

1) The use of foreign words;

2) The use of toponyms of a foreign culture;

3) Integration of intercultural symbols;

4) Linguistic hybridization in the nominations.

Let's look at the above features using specific examples. The restaurant "Fortunato": the name comes from the Italian language and means "happy", "lucky", "successful". "Juno": the name translates from Latin, it is associated with the concept of "youth" or "a new beginning". In Roman mythology, "Juno" refers to the goddess Juno, the patroness of marriage and childbirth. "Milano": The name comes from the Italian city of Milan, which is the cultural center of Italy. "Kunst Wine Bar": the word "Kunst" in German means "arts", "artistry", "skill", "skill", which creates an artistic atmosphere in the institution. "Terijoki": the name is associated with the Finnish language (translated as Resin River) ^[15]. Sparta Grill Bar: the word "Sparta" reminds of Ancient Sparta. "Calypso": The name comes from the name of a nymph in ancient Greek mythology and indicates a nautical theme. "Ganesha": The name is associated with the elephant-headed god of wisdom and prosperity in Hinduism. The name will create an exotic atmosphere and attract consumers interested in oriental culture. "Tea House": the name conveys a careful attitude to the tea traditions of the East. "Avocado Queen": the name shows the concept of a healthy lifestyle. Avocado is an international gastronomic symbol of healthy fats and vitamins. "Queen" reflects the quality and leadership in the market of healthy nutrition.

Against the background of globalization, ergonyms are becoming instruments of intercultural dialogue. The use of foreign elements in restaurant names not only positions the cuisine of each restaurant, but also contributes to the formation of cultural identity through the adaptation of foreign elements to the local context.

3. Natural images and regional features

In the long history of human development, images of nature act not only as a representation of natural realities, but also serve as a cultural symbol ^[16]. The names of the restaurants included in this category are related to the nature of the region. They often contain words describing natural phenomena, names of flora, fauna and geographical landmarks of the region. Examples are the following:

Rose Bar Restaurant: the word "Rose" is associated with love, romance, beauty and also danger. "Periwinkle": the name is related to the periwinkle plant, which stands for: 1) eternal love and affection; 2) friendship and fidelity; 3) memory; 4) purity, innocence and new beginnings; 5) spirituality, creativity and imagination; 6) youth and maiden honor ^[17]. "Seagulls": the name of the establishment reflects the marine theme, its location is indicated on the river embankment. "Mo'zayka": the name of the second part of "zayka" is an affectionate address in Russian, formed from the word "hare". There is a language game at the nomination. "Republic of Cats": the name emphasizes the independence of cats, which is an independent being and everyone has their own opinion — as in a republic where everyone has the right to vote and every opinion must be heard. "Yacht Club Restaurant": the name of the restaurant indicates a marine theme and the establishment is located on the coast. "Wave": The name is associated not only with the water shaft, but also with the image of a water shaft, and can denote a sudden strong feeling. "Barberry": the name is associated with a plant that symbolizes good luck and prosperity ^[18].

The names of restaurants in these categories not only act as aesthetic elements, but also convey cultural connotations. The natural images and regional features in the names of restaurants emphasize local features and attract certain groups of customers.

4. Modern cultural trends and social identity

In the context of digitalization and fragmentation of social connections, ergonyms are transformed into a tool for the formation of hybrid identities. This manifests itself in three aspects: the use of numbers and abbreviations, references to pop culture, and labeling of social groups.

The use of numbers and abbreviations is considered a special trend in modern urbanonymy. For example, the restaurant "Apartment No. 162": the name is associated with the location of the establishment, which is located in residential buildings. Such a name creates a homely atmosphere and can cause potential consumers to feel cordiality and affection for the community. "SPB": the name stands for "The right bar", here "Samy" stands for "The most", reflecting the approval of consumer choices. In addition, "SPB— also shows references to St. Petersburg.

A reference to pop culture is also found in such names: "Rock Star Cafe": the name is associated with the theme of rock music. The word "Rock" not only represents a genre of music, but also reflects the ideas of freedom, nonconformism and aesthetics of rebellion. "Dead Poets": The name comes from the movie "Dead Poets Society". Such a direct quote activates consumers' associations with the plot of the film, which reveals the theme of the search for individuality and the role of art in life. "Dead Poets" as a manifestation of the spirit of youthful rebellion and is becoming popular among young people. "Redrum": the name comes not only from the branded beer "Redrum", but is also associated with the film "The Shining" by Stephen King and Stanley Kubrick. In the movie, the word "Redrum" is the word "Murder" written backwards. "The fish of my dreams": the name is associated with an expression of delight or joy and also with a famous Internet meme.

A social group in the category of "Labeling social groups" is understood as a community united by a common identification with an abstract concept (attachment to family, fulfillment of dreams, good people, lazy millennials, etc.). The labeling of social groups is reflected in the following examples: Aunt Aida restaurant: the name is associated with the name of the restaurant's owners, who are really called Aida. The "aunt" address creates a kindred warmth through a family feast and reminds of the image of the keeper of recipes. The name unites a social group that values domesticity in public spaces. In this regard, the guests are perceived as family members. A similar name is also "GOCHA'S Cafe": the name is associated with the name of the owner, and focuses on individual family meals. "Wish Restaurant": The establishment describes itself as a place where "wishes come true and dreams come true." The name unites a social group of dreamers under the general idea of "dream fulfillment" and creates a sense of belonging to the community of dreamers. "Good People Inside": the name is associated with the concept of the institution, where the emphasis is on healthy eating and a space for relaxation, communication and bringing people together. This name reflects the labeling of social groups in which "good people" are united. 8956 Chip Food: the name comes from the name of the food blogger "Glorious Friend Oblomoff", and may also recall the hero of I.A. Goncharov's novel Oblomov, which has become a household name for laziness, apathy, inertia and lack of motivation. Oblomovism creates an ironic contrast with the image of a food blogger and attracts an audience of the digital generation. Although the name refers to the novel by I.A. Goncharov, the use of the number 8956 reminds of the identifier in social networks. This expression is perceived as a joke about the stereotype of "lazy millennials" and unites the social group of the digital generation. "Persona's restaurant": the word "persona" comes from Latin and can mean a person with a high social standing ^[19]. In the name of the restaurant, the word "persona" positions the establishment as a space for elite groups. "Manor corner": the name has an ironic meaning and satisfies the needs of potential customers in the formation of identity in the field of urban space. The word "lordly" comes from "master", meaning a person from the upper classes and was associated with the life of noble estates. In addition, it can be assumed that the adjective "lordly" is formed from the word "bar". Visitors identify themselves as an elite community. "Bell": the name is related to the concept of the institution, where it is planned to create a meeting place for a community of friends. The word "call" acts as a symbol of an invitation to communicate and unites visitors into a group of communication initiators.

Thus, ergonyms in this category served as a tool for shaping social identity through three key strategies: using numbers and abbreviations, referring to pop culture, and labeling social groups.

5. Gastronomic pragmatics and specifics

The names of this category clearly indicate the type of cuisine or feature of the establishment, helping consumers make a decision in a matter of seconds. The following examples belong to this group:

Paprika restaurant: the name of the restaurant is explained by the peculiarity of the cuisine — Hungarian cuisine. Paprika is a type of sweet pepper that is particularly widespread in Hungary and Bulgaria. "Chef shawarma": the name directly shows its main dish, shawarma. The name can also refer to a restaurant with an open kitchen. "We sculpt and cook": the name focuses on the cooking process, we sculpt — hand molding, we cook — slow cooking. The name depicts the process of making dumplings. "Garlic": The name comes from the fact that in Italian cuisine, the widespread use of garlic is one of the foundations of Italian cuisine. "Cucumbers": the name indicates the vegan orientation of the establishment and the word "cucumber" can mean someone healthy, strong and fresh in appearance. "Excellent Dumpling": the name highlights the unusual dumplings in the restaurant and directly refers to the main dish in the restaurant. "Puri": The name comes from a Sanskrit word and means "bread" in Indian and Georgian cuisine. "Pu-erh": the name may not be unfamiliar to tea drinkers. Pu-er is one of the famous tea varieties in China. Pico Taqueria: the name creates an association with Mexican cuisine and a relaxed atmosphere. "Suki sushi": the word "Suki" in Japanese means "to love". Sushi is a traditional dish of Japanese cuisine. The name "Suki sushi" is accepted as "I love sushi". "Russian Pancakes": the round shape of pancakes symbolizes the cyclical nature reflected in the rituals of Maslenitsa.

This category of ergonyms demonstrates pronounced pragmatism. The names of the restaurants reflect the cooking process, the key ingredients of the dishes, which are important factors for a quick decision.

Conclusion

As A.F. Gizatulina noted in her article, "national and cultural specificity is always reflected in the cultural connotation of words" ^{[20, p. 330]}. Ergonym, as one of the actively developing linguistic phenomena, contains rich cultural connotations reflecting the national and cultural specifics of the region. The analysis of the connotations of the names of restaurants in St. Petersburg revealed that ergonyms in the urban space are an important tool for transmitting cultural values, historical memory and social identities. Through the prism of the five selected categories, the diversity of cultural connotations that form the unique linguistic landscape of the city of St. Petersburg is revealed.

Among the five categories, "Globalization and intercultural Synthesis" represents the largest category (289 units out of the total). This is due to the fact that in the context of globalization, restaurant names are becoming a space of intercultural dialogue. Borrowed elements are adapted to the local cultural code. The names included in the "Gastronomic pragmatics and specifics" category (183 units) minimize the cognitive load on consumers, allowing them to make quick decisions. The number of restaurant names in the categories of "Historical and cultural references", "Modern cultural trends and social identity" and "Natural images and regional features" is 119, 116 and 93 units, respectively.

The study showed that the connotative meanings of St. Petersburg ergonyms form the "language map" of the city, where history, culture, the process of globalization, natural images and gastronomy are activated. The gastronomic nomination in St. Petersburg acts not only as a marketing tool, but also as a mirror of the interaction of language and culture, reflecting the process of intertwining traditions, history, culture and intercultural dialogue.