Semantic differentiation in the linguistic examination of trademarks

INTRODUCTION. The controversial issues of trademark examination are considered. The analysis of the ways of comparing single-word and compound commercial designations is given. A universal method for identifying a strong element in a composite designation has not yet been developed. The purpose of the study is to identify the semantic potential of non-identical concepts: a strong element and the main word in the phrase of a trademark or commercial designation.MATERIALS AND METHODS. Using a specific example from the experience of conducting linguistic examinations (comparison of the WHITE AURORA and AVRORA designations), the methodology for identifying a strong element of a composite designation is illustrated and the origins of typical errors in determining a strong element are analyzed. When developing the mentioned methodology, it is proposed to be guided by the following considerations: the concept of a strong element of designation and the main word of the corresponding phrase are concepts that are not common; the method of identifying a strong element in a phrase differs from the method of identifying the main word in a phrase; the phenomenon of a strong element correlates with the linguistic idea of a strong and weak lexical position in the text; a strong element can be located both in the first and second place in a phrase, including a trademark or other commercial designation.RESULTS AND DISCUSSION. It is shown that due to the semantic potential of a strong element of a composite designation, it becomes possible to transfer to the consumer the necessary information about the object of nomination. That is why the definition of an element bearing the main disti nguishing features must be carried out in the context of a situation or a communicative task. Based on the material of a specific example of linguistic expertise, it is shown that the element white of the designation WHITE AURORA in the context of the provision of dental services and dental care services can be interpreted as a strong element. This becomes a serious factor preventing the appearance of confusingly similar designations for WHITE AURORA on the one hand, and AVRORA on the other.CONCLUSION. Semantic differentiation is the main criterion for distinguishing strong and weak elements in the linguistic examination of trademarks. The very concept of a “strong element” of a designation can be considered a relative concept; the definition of an element bearing the main semantic features must be carried out in the context of a situation or a communicative task.