Vestnik of Samara University. History, pedagogics, philologyVestnik of Samara University. History, pedagogics, philology2542-04452712-8946Samara National Research University458710.18287/2542-0445-2016-22-3.2-175-179UnknownMEANS OF AIMING RUSSIAN CONFECTIONERY TRADEMARKS AT THEIR TARGET AUDIENCESRomanovaT. P.morenov.sv@ssau.ruhttps://orcid.org/0000-0002-1825-0097Samara National Research University02032016223.21751793105201731052017Copyright © 2016, Romanova T.P.2016<p>The paper focuses on Russian confectionery trademarks ascommercial information carriers. These advertising names pose asmicro texts created in accordance with advertising strategies of acertain type. Different types of rationalistic strategies (genericstrategies, competitive advantage strategies, positioning strategy)are actualized in this nomination field. It is in accordance withthese strategies that the taste of the product or targeting a certainsegment of the target audience is characterized. Projection strategiesemploying emotional stimuli and value orientations (resonancestrategy, affective strategy and the strategy of brand name internaldramatics) are actively implemented.</p>товарный знак, торговая марка, рекламная стратегия, адресат рекламы.trade mark, brand name, advertising strategy, target recipient of the advertisement.[1. Novichikhina M.E. Teoreticheskie problemy issledovaniia effektivnosti kommercheskoi nominatsii ADD. Voronezh, 2004 [Theoretical problems of research on the effectiveness of commercial nomination. Author’s abstract of Doctoral thesis. Voronezh, 2004]. In: Nauchnaia biblioteka dissertatsii i avtoreferatov disserCat [Scientific library of dissertations and extended abstracts disserCat]. Retrieved from: http://www.dissercat.com/content/teoreticheskie-problemyissledovaniya-effektivnosti-kommercheskoi-nominatsii#ixzz3Kecv6QXT (accessed 12.04.2016) [in][Russian].][2. Pirogova Yu.K. Sovremennye tvorcheskie reklamnye strategii i ikh otrazhenie v tekste [Modern creative advertising strategies and their reflection in the text]. In: Reklamnyi tekst: semiotika i lingvistika [Advertising text: semiotics and linguistics]. M., 2000, pp. 9–51 [in Russian].]