Trends in naming children's healthcare products: a Ukrainian market perspective

Abstract

Introduction. In the modern world, manufacturers of goods and medicines for children face strong competition, which forces them to use various marketing strategies to distinguish themselves from competitors. One of these strategies is naming. Names of children's medicines and products play an important role in the pharmaceutical industry, as they should not only be clear and informative, but also inspire trust among parents and be positively received by children. Methods of creating such names reflect linguistic, marketing, and cultural characteristics. Ukrainian pharmacies offer a wide range of children's products, and their names are formed using different linguistic methods and strategies. In this article, we want to analyze the main methods of naming children's medicines and products, including the use of suffixes with diminutive and caressive meanings, the use of figurative and associative elements, and borrowings from English. Special attention is paid to the analysis of their functionality, creativity and relevance to the target audience. The study of this issue contributes to a better understanding of the principles of nomination in the pharmaceutical field, which allows us to trace the trends of modern language development in Ukraine.