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GENERIC TRADEMARKS IN THE MODERN ENGLISH LANGUAGE
Abstract
Generic trademarks have been firmly established in the modern English language. However, little is known about the exact number of lexical items in the English vocabulary stock that have previously been nothing but trademarks and brands specially created to indicate the origin of the product and to identify the goods of a particular manufacturer. The legal process of genericization by which the marks are determined in court to have become generic may take a long period of time. Although the legal formalities are crucial to trademark owners, they are ignored by the majority of language users who help the new lexical items enrich their everyday speech and thus the vocabulary stock. This work is devoted to the analysis of linguistic data connected with the process of genericization of word trademarks in the English language. The article analyses over 300 word trademarks that are used as common names by the English language users, their conceptual spheres and some features of the process of genericization.
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