урбаноним, эргоним, лингвокреативность, актуализация лексико-грамматических значений, потенциальное словообразование, квазионимизация, Language. Linguistic theory. Comparative grammar, P101-410, Semantics, P325-325.5

The active development of commercial nomination in contemporary Russian megalopolises determines the timeliness of its detailed and full-scaled description. The article deals with some lexical and grammatical mechanisms of linguocreative urbanonyms (ergonyms) creating. The commercial naming sphere in Russia is marked by increased linguistic creativity which is determined by both extralinguistic and linguistic reasons. Their interaction is described in the aspects of a nominator’s speech creativity and the language system potential, which explains the scientific novelty of the suggested approach. The analysis object is occasional nominations determined by Russian derivation potential, spelling, grammatical diversity of Russian personal names, etc.