Among the relevant modern studies, we note two areas. The first is the lexico-semantic aspect associated with changes in the vocabulary of the language as a reflection of changes in society. It is noted that vocabulary is most susceptible to changes as the most mobile and open part of the language.

In the history of different languages, transformations of their phonetic and phonological systems are recorded. Grammar, on the other hand, as the foundation of a language, is less likely to change than all other tiers of the language. The second direction is also due to the scrapping of previous social relations. The past shortage of goods, the emergence of the market and competition forced product manufacturers to look for effective methods of influencing customers in order to "force" them to make a choice in favor of their product. At the moment, we are seeing an unprecedented updating of the advertising language, which, apparently, already claims to be classified as a special functional style. At the junction of these two courses of linguistic research, the question arose: "From Moscow-a tour to the Red Sea! Something new in grammar?" (article of the same name by L. K. Graudina. Russian speech. 1998.N3.).

You can continue with examples from today's ad: "Using Nizoral shampoo will get rid of dandruff for two weeks", "Skin from Nivea is always great", "New product from Max Faktor", "We go one-on-one with Konika".

L. K. Graudina considers such neologisms among foreign-language borrowings and raises the question of a violation of the grammatical norm: after all, it is known that someone else's word, once in another language, must obey its phonetic, grammatical and other laws. However, we observe a persistent reluctance of such foreign words to take a place in the declension system of nouns of the Russian language next to similarly grammatically formed ones.

There are two possible options here: either the language laws cease to apply, which, however, is unlikely, or the above-mentioned ones

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words and other similar words are something other than what we are used to understand by borrowing.

The authors of the textbook "Sociolinguistics" V. I. Belikov and L. P. Krysin present their vision of this problem and consider these linguistic units as interspersed: "When borrowing, a word or any other unit obeys (at least partially) the phonetics and grammar of the borrowing language. When interspersed, the inosystemic appearance of the interspersed element is preserved, but this element is used in a certain "frozen" form, without changing in accordance with inflectional models or syntactic models" (Moscow, 2001, p. 30).

And although the concept of "interspersion" is occasional and is not fixed by linguistic dictionaries, it very well characterizes the functional aspect of lexemes such as Rexona, Rowenta, and so on. Using them in context really emphasizes their distinctiveness, their separateness, and even their foreignness in the phrase.

Nevertheless, the status of such words in the lexical system of the Russian language remains unclear. It is obvious that such names have a narrow scope of use and are used in the language of advertising, and therefore should be considered along with other layers of vocabulary of limited use or special vocabulary. Their stratification status should be defined as trademarks or trade marks - these are international brand words that have legal registration and retain the original, original graphics: LG, WINDOWS, MICROSOFT, etc. It is the principle of uniform formality of a trademark in different languages of the world that determines the immutability of their appearance in Russian and, as it were, takes these words out of grammar.

Trademarks have common features with other categories of special vocabulary. They are related to onyms by using them as the name of a company, product, etc. With yeomanry - an explicit subject (not conceptual) relationship. But most of all, trademarks and trade marks approach symbolism: having a single graphic (sound) appearance in different languages, they do not require translation and are adequately perceived by consumers of advertising information in different countries. In particular, due to this property, commercials created in the countries producing the product can be used in their original version on other national TV channels. This is how trademarks and trade marks acquire international properties. From a psychological point of view, a stereotype is fixed in the mind of the advertising consumer: a word, a trademark, a symbol - a product, a service. And every time, notes N. V. Muravyova, when a person will encounter it, regardless of the situation, there will be a reminder about the corresponding product, service (Muravyova N. V. Russian advertising on the American model / / Russian speech. 1998. N 3).

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The use of trademarks and trade marks in oral and written speech has yet to be established and codified, and now we will give observations on their use.

In advertising texts, the trademark is often used without punctuation marks: "Ochakovo beer is the best form of recreation", or the word is written in letters of the same size (only lowercase or only uppercase): "The RIKTA device is your home doctor", or both: "With a rich selection of KITEKATS, your cat will not have to miss you!"

Verbal advertising messages are also unstable. On the one hand, there are attempts to decline foreign names: "The world created by samsungom is waiting for you!" or "Dilmah remains Dilma", on the other hand, Russian names stop changing cases: "Drinks from Armada".

The second option is particularly jarring. Apparently, the producers of commercials also felt this and began to offer such forms of slogans, the verbal environment in which requires setting the trademark in its original form. There are different options here.

- Usage of the generic word: "Cool, clean, refreshing Aqua Mineral water";

- The hyperonym acts as a predicate: "Tuborg [Tuborg] - beer with your character".

- The form of the accusative case that coincides with the nominative:

"One, two, three, four, five-Nesquik we're going to look for"; "Take a " Clean Sip"."

- Approval of the trademark with the adjective name: "The new Rexona [ Rexona] is not at all what it was before."

- Use of the trademark in the function of the name sentence: "Pantene [pantin]. You'll love your healthy hair." "Renault Megan [Renault Megan]. Not a bit of excitement." It is difficult to establish any semantic relations between the communicative parts of such advertising slogans.

Formally, the latter type of construction corresponds to expressions like: "Colgate [colgate]. Healthy white teeth from nature." But, I think, they represent the facts of parcel distribution. In linguistics, parcel formation is understood as a special method of text formation, a means of speech expression, which is the transfer of a single syntactic structure by several communicatively independent units. Speech parcelling is carried out by intonation, graphic - by punctuation marks. For example, in fiction: "This is often the case with travelers: they will go on a sleigh, and return on carts. - In the summer" (A. N. Radishchev). = They will go by sleigh, and return in the summer on carts. Temporary relationships are established between bid parcels.

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Parts of advertising phrases are also semantically related. As in our example: "Colgate. Healthy white teeth from nature " = Colgate is healthy white teeth from nature. Or: "New Raid [raid]. Kills on the spot and protects for a long time!" = New "Raid" kills outright...

The syntactic functions of a parcel trademark can be diverse.

- Most often it correlates with the subject:

a) " New Raid. Kills on the spot and protects for a long time." And such a syntactic construction itself is a simple two-part sentence with a subject-a noun and a simple verb predicate;

b) " Maggi. This is love from the first spoon" - the subject is a trademark, a simple nominal predicate with the indicative particle "this";

c) " Inoltra. Stronger than pain " - trademark-subject, comparative degree of the adjective name in the role of the nominal part of the predicate.

- With a predicate, for example: "100% benefit. Juices and nectars of Gold Premium". The function matches an advertising name with a named predicate.

- With the address: "Tefal [tefal]. You're always thinking of us." Thus, the study of the language of mass media focuses on the study of linguistic features of the advertising language, the development of issues of its normalization and codification, and the culture of advertising speech.

Samara

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