Origin of names
For the purposes of the present section, examples are taken from a corpus created for a chapter about names of goods and services, names of institutions and names of events in business to appear in a handbook on business communication in Russian (Hoffmann 2017). This corpus, in its section on praxonyms, consists of two components: event names taken from 1,705 advertisements shown on seven Russian TV stations (1992-2006) and from the website www.showreel.ru (2007-2013); and event names taken from 992 press texts of the Advertorials content category in the databases Factiva and Integrum Worldwide. In total the search yielded 33 names in the Advertisements category and 275 names in the Advertorials category, i.e. a total sample of 308 names. The names from advertisements were drawn from the whole sample, while those from the advertorials category were determined by inputting the search terms novaya aktsiia [new offer] (257 texts with 67 names), novaiia programma [new program] (401 texts with 111 names) and novyi proekt [new project] (334 texts with 97 names), including all inflected forms. In the process, duplicates in different mass media were removed.
The selection of a Russian-language corpus had, on the one hand, a practical motivation. But, on the other, the material presented can claim an additional interest in the context of the present handbook in that it moves away from the Anglo-American mainstream, while also highlighting some universal features of names of business events. Finally, Russian event names in business are a relatively young phenomenon, whose formation and development over the last 10-15 years could be tracked very precisely thanks to the corpus, thus allowing interesting insights into the character and functioning of event names in business.