The factors of formation and tendencies of secondary nominations` existence are considered in the article on the material of the terms of fashion and beauty in the modern Ukrainian language. It has been found that the secondary nomination is based on the associative nature of human thinking. The words reflect the processes of living contemplation of the human environment, there is a semantic rethinking of known names and their gradual codification. The formation and creation of a new concept or a new perception of the subject is carried out on the basis of existing language material. The phenomenon of secondary nomination is also inherent in the term systems. A feature of modern terminology is the desire of professionals to «build» motivated terms with predictable semantics. Information about a fragment of reality, the real, objective world enters the term system indirectly as a flow of information. Terms of broad semantics are words used in many term systems, which, in contrast to general scientific and general technical terms, change semantics depending on the term system and retain only the general, non-terminological meaning. Therefore, they can not always be included in the terms, at the same time without them it is impossible to build a terminological system as a language entity.
The development of fashion requires categorizing words for certain concepts and objects belonging to this field. It is established that the terminosphere of fashion and beauty is actively replenished due to borrowings, semantic innovations, transition of terms from one terminological system to another, by transtermination. Particular attention is paid to the development of ambiguity and homonymy, which is primarily due to the migration of tokens from one functional style to another. In this way there is a formation / increase of special meanings of words. Under the condition of complete changes, the meaning that is the starting point of evolution disappears, and the word is fixed in the secondary function. Partial changes involve stabilization of the derived shade, which does not weaken the viability of the original content; usually there is a period of coexistence of meanings and thus the word becomes ambiguous.
In the field of fashion industry, metaphorical transfers of meaning based on the principle of analogy are quite common. The more components of meaning coincide with the term concept, the greater probability of the word to become a verbal expression of this concept (in the case of associative-semantic metaphor).
It was found that the variability of the semantic potential of the word is only one of the expressive illustrations to the transformation of worldview constructs of cognition of the world, reflected in the language of society.
The phenomenon of secondary nomination in the term system of fashion and beauty
