CONCERNING THE TRANSFORMATION OF THE CONCEPT "THE GREAT SILK WAY"

The concept "The Great Silk Way", used by travel agencies of Kazakhstan as information basis of an advertizing product, is considered in the article. Results of the contextual analysis of use of the concept name have allowed to reveal the main content of transformational processes of its cultural component: from the assessment of the historical and cultural role of the artifact in the development of human civilization to the assessment of reality modern objects in the area of valuable component of the cultural concept, and then to emergence of quasi-assessment in the process of naming on condition of using of the concept name or its foreign-language analog.