Abstract

The main aim of the paper is to define trade mark and to indicate varied semiotic functions which it fulfils. We define trade mark as a product of man used on the market to identify products or services of a certain firm or to distinguish products or services of a certain firm from those of other firms. All trade marks fulfil an identificative or differentional function. We distinguish trade mark from trade name: the trade name becomes a trade mark iff it has such-and-such a specified visual form. We claim that trade name is a proper name which refers to a certain firm and has no connotation. Trade mark in advertising (1) refers to particular products or services and (2) connotates the product’s (service’s) property being produced or distributed by a particular firm. The trade mark placed on the package of some product is both: (1) an index sign, which “points to” the fact that the object in the package is produced or distributed by such-and-such a firm and (2) a performative (a sign which generates a new state of affairs), which certifies that the object in the package is produced or distributed by such-and-such a firm