ABSTRACT
This paper deals with proper names functioning issues in the social-communicative context. It underlines the necessity to divide creating and functioning names processes, because while using the proper names receive new connotations, and becomes a reason for generating new motivations, which are usually created subconsciously. These motivations come to the light in the shape of so called outward and inward onomastic (name) reinterpretations. The first concern transformations taking place in the userís awareness, thus without reshaping a name. Mechanism of the other type of transformations allows making changes within lexical name.