Abstract:
The article is devoted to the role of philological researches in the process of naming
is ed. The linguistic component is fundamental in developments and creations of an effective commercial name. It is caused by the fact that an important component of commercial success of the name - its communicative efficiency. This efficiency in many respects depends from different linguistic criteria among which it is possible to select: harmony, rhythm, simplicity of pronunciation and accurate accent; truth, connection of the name with the named goods; novelty which demands from the nominator of original forms of expression; absence of unwanted phonetic and semantic associations; identical transmission of a phonologic appearance of a word by means of signs of different alphabets; brevity and laconicism. Desire to create effective commercial names which conform to the listed requirements, defines need of the constant address of experts for the sphere of advertizing, marketing and law to different actually linguistic aspects of naming.
