LINGUISTIC EXPERTISE IN ASCERTAINING THE DISTINCTIVENESS OF A TRADE NAME («SMART CREAM» CASE STUDY)
Abstract
The article discusses practical aspects of using special linguistic knowledge to analyse trade names. In particular, it shows how various kinds of linguistic knowledge can be employed in debates on ascertaining the distinctiveness of a trade name, with linguistic expertise being a tool of proof, which is due to the extralegal nature of the problem of ascertaining the presence/absence of the distinctiveness of some trade names. The problem is linked to the matters of cross-language interaction (calquing; impact of a foreign language on discursive practice et cetera), as well as to the processes of terminologisation and eponymisation. The case study of the «smart cream» collocation, which is widely used in the modern cosmetics discourse, shows the analysis procedure for names consisting of several elements, one of which has become a vernacular reference to a certain class of products.
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