Precedent Anthroponyms of Soviet Origin in English Polycode Advertising Text

The article analyzes precedent anthroponyms of the Soviet origin in multimodal texts American and British advertising. study aims at analyzing English from linguoaxiological linguopragmatic points view standpoint textual organization. following research methods have been used: description synthesis, linguistic structural-semantic, contextual cognitive-discourse analysis. paper examines names (for instance, Lenin, Stalin, Brezhnev, Gorbachev, Yeltsin, Kalashnikov). It also establishes their uses commercial highlights means satirical effect creation as main pragmatic goal social name a political leader acquires different connotations most cases it is “demoted” due to transfer context everyday one: gastronomic, material, kitsch-cultural, glamorous-erotic, etc. Names politicians are found advertisements cigarettes, pizza, alcoholic nonalcoholic drinks, bags other household items, including absorbent wipes. concludes that image past advertising negative connotations. Besides, analyzed emphasize communist ideology belongs system anti-values.