GENERALIZATION OF TRADEMARKS AS A MECHANISM OF CULTURAL BROADCASTING (ON THE RESULTS OF EMPIRICAL STUDY)

The article presents the results of the first stage of the study of the so-called generalized trademarks, conducted in 2020–2021. The results of this analysis allowed the author to formulate a number of hypotheses for the continuation of the research: probably, the generalization of trade marks is a ubiquitous and permanent cultural process; this process is characteristic of societies of various political and economic types of structures; perhaps the extrapolation of a commercial concept to different spheres of society is at the intersection of the rational and the emotional in social culture; generalization of trademarks has similarities with mechanisms of cultural transmission and other hypotheses