Among the relevant modern studies, we note two areas. The first is the lexico-semantic aspect associated with changes in the vocabulary of the language as a reflection of changes in society. It is noted that vocabulary is most susceptible to changes as the most mobile and open part of the language. In the history of different languages, transformations of their phonetic and phonological systems are recorded. Grammar, on the other hand, as the foundation of a language, is less likely to change than all other tiers of the language. The second direction is also due to the scrapping of previous social relations. The past shortage of goods, the emergence of the market and competition forced product manufacturers to look for effective methods of influencing customers in order to "force" them to make a choice in favor of their product. At the moment, we are seeing an unprecedented updating of the advertising language, which, apparently, already claims to be classified as a special functional style. At the junction of these two courses of linguistic research, the question arose: "From Moscow-a tour to the Red Sea! Something new in grammar?" (article of the same name by L. K. Graudina. Russian speech. 1998.N3.). You can continue with examples from today's ad: "Using Nizoral shampoo will get rid of dandruff for two weeks", "Skin from Nivea is always great", "New product from Max Faktor", "We go one-on-one with Konika". L. K. Graudina considers such neologisms among foreign-language borrowings and raises the question of a violation of the grammatical norm: after all, it is known that someone else's word, once in another language, must obey its phonetic, grammatical and other laws. However, we observe a persistent reluctance of such foreign words to take a place in the declension system of nouns of the Russian language next to similarly grammatically formed ones. There are two possible options here: either the language laws cease to apply, which, however, is unlikely, or the ab ... Read more