RUSSIAN COMMERCIAL NAMES OF THE SOVIET AND MODERN PERIODS THROUGH THE PRISM OF SYSTEMIC AND STRUCTURAL APPROACH
The article is devoted to the problems of assigning a commercial name to a product in the Soviet and modern periods. The paper presents an analysis of Russian commercial nominations of the XX-XXI centuries in the graphic, word-formative, lexico-semantic and neurolinguistic aspects. The author analyzes the features of continuity in the sphere of commercial names within a period from the Soviet to modern advertising.