ASSESSMENT POTENTIAL OF PERFUMERY, COSMETICS AND HOUSEHOLD CHEMISTRY TRADEMARK NAMES

ASSESSMENT POTENTIAL OF PERFUMERY, COSMETICS AND HOUSEHOLD CHEMISTRY TRADEMARK NAMES

Author:  К.А. Dzyuba

Affiliation:  Tambov State University named after G.R. Derzhavin

Abstract: 
The article dwells on the problem of assessment potential of perfumery, cosmetics and household chemistry trademark names. The research is conducted on the material of three languages: Russian, English and French. The author proposes a thesis, according to which all linguistic units acquire positive assessment by becoming trademark names. The possibility of cognitive dissonance occurrence in the process of trademark names interpretation is also taken into consideration.

Keywords:  trademark name, assessment potential, trademark name creator, trademark name interpreter, cognitive dissonance

Pages:  512-515