The article deals with the changes in anthroponyms use conditioned by the globalization process. The features of transformation of the anthroponomical formula in mass media and business communication are found out.

There are represented the results of the experimental research of ergonyms from the point of language fashion. Based on the methods of addition (experimental method in psycholinguistics) there are determined the notions of fashionable ergonyms that exist in the linguistic mind of modern native speakers of the Russian language, and found out the fashion tendencies in ergonymy.