MEANS OF AIMING RUSSIAN CONFECTIONERY TRADEMARKS AT THEIR TARGET AUDIENCES

The paper focuses on Russian confectionery trademarks as commercial information carriers. These advertising names pose as micro texts created in accordance with advertising strategies of a certain type. Different types of rationalistic strategies (generic strategies, competitive advantage strategies, positioning strategy) are actualized in this nomination field. It is in accordance with these strategies that the taste of the product or targeting a certain segment of the target audience is characterized. Projection strategies employing emotional stimuli and value orientations (‘resonance’ strategy, affective strategy and the strategy of brand name internal dramatics) are actively implemented.