The Foreign Language Trademarks and Axiological Code Transformation Under the Host Culture Influence

Evsukova T.V. , Barabanova I.G. , Glukhova O.V. , Kotelnikova E.V.
European Research Studies Journal, Volume XXI, Special Issue 2, 678-689, 2018
DOI: 10.35808/ersj/1294


The article deals with the issues of an interdisciplinary nature and relevant to the fields of linguoculturology, onomastics, axiology and brand-naming. The research aim is to study the differences in ethical codes of trademarks at the stage of creation and at the stage of other linguoculture speakers’ perception. To achieve this goal, the article discusses the axiological code definition; identifies the axiological code of verbal trademarks in the creating linguistic culture by comparing the cultural code with the values of culture; considers decoding values of the trademark with the recipient - the representative of a different linguistic culture, and especially its adaptation. The method of associative experiment is used as the main method to reveal the structural elements of the axiological code identified by the recipient.

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