Modern Trademarks and their Problematical Spelling

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Absract: The article analyzes the discrepancies between practical use of trademarks (their creation, non-deviant spelling) and the rules of the Russian orthography, according to which trademarks are supposed to be codified. If one follows the official References, including those, which claim to follow the contemporary linguistic practices, he/she would not be able to properly establish a large part of the brand names. Even though certain attempts to amend the spelling rules were undertaken at the start of the 21 st century, they have failed to unify the orthography in question. This article suggests a way to fully revise the existent section of the Russian orthography concerning trademarks, by drawing on the study of modern nominations.
Keywords: theory and practice of orthography nomination, capital letter, modern nomination.
Category: Vol 77, NO 1 (2018)
Author: Natalia V. Nikolenkova
Information about the author: Candidate of Philological Sciences, Associate Professor at the Lomonosov Moscow State University, 119991, Leninskie Gory, GSP-1, Moscow, Russia natanik2004@mail.ru

 

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