Questions to the expert can be formulated more specifically, for example,

“Do the names that appear on signs contain signs of violation of humanity and morality norms?”

For example, in Tyumen (a city in Siberia), a wave of discontent was raised by a “gangster” name of the restaurant Мафиози (Mafiozi ‘Mafiosо’), which eventually led to the closure of the place¹¹.

The city of Belogorsk saw a two-year conflict between local authorities and the owner of a lingerie shop regarding the sign Sisin dom. The explanation is as follows: the first component of the urbanonym was formed on the model of a possessive adjective with a productive suffix -in, from the word сиси (sisi ‘tits, a reduced colloquial name of women’s breasts’) (BTs 2000: 1190).

Naming examination reveals that the conflictogenity of the name of the BarSouk club is due to a language game (based on the capitalization of S), which resulted in a number of potential visitors feeling insulted. The negative semantics and the reduced stylistic coloration of the second component of the name, сука (suka ‘bitch, Rude. A person, usually a woman, whose behavior causes anger, irritation’) (BTs 2000: 1288) can be easily recognized by native speakers. This is evidenced by the data retrieved from surveys and online forums, for example:

The name of this café is blowing garbage!; I will not go there, because it says Bitches Bar, I do not see myself as a bitch.¹²

11 See the website: http://www.nashgorod.ru/otdih/journal/news70081.htm

12 See the website: http://www.pln-pskov.ru/forum/116568.html

108 Tatyana Petrovna Sokolova 4. Conclusion remarks

In forensic expert practice, the decision-making for each case of using foreign-sounding words in commercial naming is difficult and disputable. This is due to the fact that the issue of the contradiction of this or that designation to the principles of humanity and morality is rather subjective and often depends on the principles the judges themselves adhere to. One of the ways to solve this problem is to request the help of an expert with special knowledge in the field of linguistics, onomastics and forensic expertology.

We believe that the linguistic police as a punitive body is a wrong way to stop the expansion of foreign names on city signs and conflict resolution, and naming examination can help harmonize the urban space on the legal scope, including protecting the rights of namers and those of owners of freedom of creativity.

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Abstract

A great number of foreign-sounding commercial urbanonyms (names of cafés, restaurants, shops, residential complexes, travel agencies, beauty salons and other urban facilities) have appeared in Russia in the 21^th century. Such urbanonyms look and sound strange and alien to the Russian eye and ear, so in 2016 teachers came up with a suggestion of creating a “linguistic police” in order to restrict signboards. The paper considers foreign-sounding urbanonyms as conflictogenic ones, which may give rise to conflict situations in the society, cause a negative reaction of some citizens or a particular social group, as well as provoke a clash of interests in terms of the holders’ rights. But instead of

“linguistic police” the author suggests using naming examination – a new kind of forensic linguistic examination arising at the intersection of linguistics, law, onomastics and forensic expertology. The paper reveals the capabilities of naming examination in identifying urbanonyms conflictogenity factors – negative semantics of foreign-sounding names, violation of the spelling or grammatical norm in the title, incorrect use of foreign precedent names. The analysis of specific urbanonyms and leading cases serves as the basis of the need for naming examination in the protection of intellectual property rights and civil rights.

Keywords: naming examination, commercial naming, naming, name, urbanonym, conflictogenity