98 years ago, Russian spelling was subjected to significant changes: the letters "Fita" (ѳ), "and decimal" (I) were crossed out of the alphabet (ѳ), "and today" yat "today (ѣ). Also, the proletarian reform has changed the rules for the use of a solid sign or, as they were called with the emperor, "EP": no longer needed an incredible letter at the end of the words ending on the consonant: there was no point. However, with innovations, as the story showed, there were still dissenters entrepreneurs.

According to Spark-Interfax, more than 50 Russian companies used in the title the word "yat" and another 219 organizations are a solid sign. In the overwhelming majority of cases, "Kommersant" and "ѣ" are used in the spheres of trade (both retail and wholesale), a little less often - in the names of construction and law firms.According to experts, brands on the old manner - an attempt to artificially instill a company and traditions.

Tire restaurant "Durdin", restaurant "Cafe Pushkin", Bakeni "Chlѣb Passion", Vodka "ѣ", Kommersant newspaper, Mixed Martial Arts Club, St. -Petherburg restaurant "Restaurant". And such examples can be given dozens.

BQB, which was engaged in developing a brand of vodka "Yat" (the company's logo looks like an unused letter "ѣ"), notes that Nicholas I refused during his board (the first half of the XIX century. - Approx. Life) to abolish an unpainted letter, arguing that it is "The sign of the difference of competent Lords from illiterate." And therefore, as the agency claims advertised by alcohol - "the product for competent Lords, understanding the sense in real Russian vodka."

And the head of the club of mixed martial arts "R.O.D." Ivan Ivanov said that he was familiar with the name of the organization, he wanted to emphasize that everyone who comes to engage will go to the end and achieve their goals.

When we invented the name, we decided to rely on the most important root in Russian - "Rod". It is with him that the most expensive person is connected: parents, homeland, for example. This is what you can fight for, for which it becomes better. We also wanted to show the hardness of our intentions and those who comes to us, therefore also added "Kommersant," says Ivanov.

Professor of the Russian language department of the Philological Faculty of Moscow State University Elena Galinska in turn said that the letter "ѣ" was abolished, because over time it became clear that she duplicates "e" in his sound.

Once there were different sounds, but over time both letters sounded as "e". The difference was only on the letter. Children in the gymnasiums had to memorize the list of words (poems), in which the letter "yat" was used. Therefore, it can be said that only very competent people could "ѣ" use, "says Galinskaya. - a solid sign in the 11th century was considered a vowel letter (that is, in the word "bread" after the sound "P" there was something similar to short "s." - Approx. Life), then it became clear that you need to get rid of redundancy in spelling.

According to Professor, entrepreneurs who use in the names of companies "Yat" or a solid sign on the end, - Pijons.

Well, if you use correctly. For example, a bakery from the "Park of Culture" before (now removed) called themselves "Chl ѣ B. "(Capture Bakers Le Pain Quotidien. - Approx. Life), But it is incorrect. If you use "yat", then you need to be guided by full of old rules of spelling. According to them, it was necessary to write "Chlѣb pressing".

Getting an Operative Comment from Bakery Le Pain Quotidien failed.

As the source on the market explained, the outdated letter in the title is used to draw attention to the adult audience (over 40 years old).

These people often perceive "yat" or even a solid sign in the end of the word as a symbol, if you can call the "soft dissident". In Soviet times, it often used those who did not want to put up with the power of the proletarians. After all, with the old rules of spelling, a whole era was gone, "says the interlocutor. "We also tried to bring themselves to bring themselves to entrepreneurs of the XIX century: Grigory Eliseev, Savva Morozov. What if our brand is the same old? We appealed to superfall consumers. Still, "Yat" knew how to eat right in Tsarist Russia, not all, it is really a letter for intelligent people.

Life in turn asked readers about what associations causes the letter to "yat" and a solid sign after consonant. It turned out that some Russians immediately represent the texts in Church Slavonic, and others react negatively to "ѣ", calling such a neminal as a mantle.

It is worth noting that the fashion for old spelling has reached social networks. For example, in Vkontakte, there are groups "pre-revolutionary counsel" (more than 50 thousand people signed) and "UB ѣ "in the relative language. My home and my crossee "(more than 3 thousand subscribers). And a number of members of the first public (it is open to all) do not just read the posts of admins, written in the old style, but in the same manner and comment on the records:"Right, gentlemen, ati ladies - wondrous siren. Other sacares kih, the feet of Paul Mira would have settled ","Sie and SMD, and the grx. "And judging by what (without any sarcasm), the Russians are trying to communicate on the Public page, alone find such groups funny (here is a" new language ", and therefore you can remember the" fiery effect "), Others, perhaps, really feel part of a special intelligent interlayer.

Member of the Marketer Guild of Nicholas Coro stressed that the letter itself cannot bring anything to business, it should be an organic addition to the brand legend.

The deliberate manifestation of Archaika (that is antiquity. - Approx. Life) In the form of the letters of the alphabet, the letters are not associated with monarchical trends in business or some nostalgia. This is a visual communication sign of times. A pseudolegend is created, which says that the brand has survived the Soviet times that he follows the traditions - explains the Coro. - Also using "yat" or a solid sign can be a full-fledged addressing to the Imperial Trend. And he is.

At the same time, the marketer noted that in the choice of "Kommersant" and "ѣ" there is nothing special. Sooner or later, the disappearing letters will be used by entrepreneurs.

A visual example is the letter "E". She is no longer pronounced anywhere with points. Externally today, it is exactly the same as "e", and therefore soon it may disappear. Therefore, today there are brands that deliberately exhibit "E" with points. After all, on the one hand, in this letter there is a certain slang component (Rapper), on the other - lexical, including abnormative subtexts.

Natalya Bulanova PR Agency, Natalya Bulanova, stressed that "no one in the name of his company" Yat "or a solid sign does not introduce the name.

The brand must match. This is a direct reference to older traditions. And no matter how many years of the company (even three years, for example). She wants to show the consumer that she can trust, "says Bulanov. - And this is not bored with the Russian buyer. It is impossible to say that such a phenomenon is completely near. Such a "focus" with the birth of a legend works because few people will bother and search on the Internet, how many years of the company, whether she has a story. It is cleanly visually to believe in quality if we are talking about a small purchase (sausage, for example). If a person buys a car or an apartment, then, of course, it will not believe in any fairy tales.

The letter that we now call is simply a "hard sign" appeared in the alphabet created by Cyril and Methodius. In those days there were no computers or even printed machines. Texts were written by hand. Often, words merged into a single whole. That is why, according to one of the versions, at first the main function of the solid sign was the division of words among themselves.

Another reason for the appearance of "Kommersant" consider the features of the Old Slavonic language. The fact is that before writing the word completely corresponded to his pronunciation. For example, today the words "mushroom" and "influenza" are pronounced equally, and they are written differently. And in the old days there simply did not exist in nature.

Especially since, according to the old rules, the word simply could not end with the consonant. It was an axiom of spelling, which did not require any evidence. It seems to be modern rules of the Russian language, which cannot be explained, they are simply necessary to remember.

In addition, at first a solid sign indicated the belonging of this or that word to the male race. Moreover, it could be both a noun and verb: Lob, put it.

Letter K: Present and Past

Yuzhannikov Vladislav.

5 And class, MBOU "SOSH No. 31 »

Kaniphatova Alena Aleksandrovna

scientist, teacher of Russian language and literature,novokuznetsk

In the alphabet of the Russian language there are 33 letters. Most of these letters have their own sound designation, and sometimes not one, and two. For example, in the word, the conference and in the second and in the third syllables there is a letter E, but in the second syllable in a weak position without emphasis, we pronounce a vowel sound and, and in the third syllable by stressing the sound of E. Specific place among all letters occupy soft and Solid signs, as they do not give sounds. These letters have their own roles in words. So we know that the letter b (soft sign) is used to designate the softness of the consonant sound (salt, coat), and also performs a separate function (blizzard, ants). In contrast to this letter, a small role is given to a solid sign. It performs the role of separation. The only letters in front of which a hard sign can be located are E, E, Yu and I (plug e.ride e.iCA, plug iremove, subside yublick). However, recently attempts to use this letter for other purposes are being made in Russia.

Increasingly on the streets of our city, we meet the signs of the names of any institutions, at the end of which a solid sign is banging. For example, real estate agencies "Option", "Address", Shop "Lombard", Coffee "Peter", Magazine "Gatronomer", Taxi "Yamchchchik", etc.

In this regard, the problem of this work is to find out: Why in modern names of their own at the end of the names appears the letter Kommersant, what is the story of this letter.

The purpose of this study is:trace the use of the letter Kommersant in modern names in terms of its validity and significance.

In order to introduce children with letters, in modern ABC books for each letter to facilitate the child, not only the drawing is offered, but also a small poem. What can I write about a hard sign? Polystai several such books.

1. We know, there are entry and the congress,

There is a rise, and there is an entrance,

We can not do without them,

Very important ... (Solid sign)

2. Announces KH:

Beast me enemy and bird enemy!

I'm better to hide in the entrance,

And no one will eat me!

3. I can not find any

In the zoo solid sign.

I don't know this animals.

Help me, friends!

In the poem Danish K. On a solid sign, I was attracted by stanza:

Used to be an important person

With the king in honor was

He is almost in the word each

I visited and served.

The question arises: what service a hard sign was performed earlier.

Turning to various sources, I found the three main functions of this letter in ancient Russian language.

So, the first Russian alphabet, created by the enlighteners, brothers Kirill and Methodius, the letter Kommersant (solid sign) was called the EP and there was 29 letters denoting a super-short vowel sound that is not pronounced. However, in the letter, the use of this unprofitable letter was unspecified: she helped to break the string to the words (before moving to the use of spaces): for example: kabogombranomomzar.

But it should be noted that this hypothesis does not justify the appearance of this letter in modern names. Since, according to my observation, this sign is found in the names of its own, consisting only of one word ("Admiral", "Tavern", "Gastronomer"). In addition, as already mentioned, this letter played the role of super-short voice sound. In Russian, the group is a vowel sound, so in the word so many syllables as in it are vowels: aria (3 syllables), lighthouse (2 syllables), flight (1 syllable). Sounds are open (ends onto a vowel sound) and closed (ends on the consonant sound). For example, in the word ko-ro-on all the syllables open, and in the word Ar-Buz both syllable closed.

A characteristic feature of the situation in the ancient Russian language was that it was subordinate to the law of the open syllable, as a result of which all the syllables were open, that is, ended onto a vowel sound. The law of the open syllable determined the fact that in ancient Russian language could not be consonant sounds at the end of the word, since in this case the syllable would be closed. Therefore, at the end of the words, ending on the consonants wrote b (EP).

Follow it on the material under study. "Tavern", Coffee "Admiral", Shop "Lombard", Coffee "Peter", Magazine "Gastronomy", Taxi "Yamchchchik", Real estate agencies "Option" and "Address" ... Indeed, in all cases this letter is written at the end of the word After a consonant sound, while the conversion of a modern closed syllable in open.

The well-known Russian language-language Lion Lion Vasilyevich Asspensky (1900-1978) in his book "The Word about words" calls a solid sign "The most expensive letter in the world." Since, in his opinion, "he did not help anything, he did not express anything, did not do anything." And in some texts, this sign was used more often than other vowels. This will be traced in the passage from the Old Russian Chronicles of the Tale of Bygone Years.

In total, in this text 144, the words for which 31 EP accounts are practically, this sign is written in every fourth word, and in some words and two times occurs. For example: Vyashal, burned, Volkhvov.

Soviet power also noticed the meaningless use of this sign, which greatly increased the text and, accordingly, the costs of printing. Therefore, according to the decree "On the introduction of a new spelling" (1918), the letter Kommersant (EP) was excluded from the Russian alphabet. There was nothing to mean "separating EP" in the middle of the words. He came up with a replacement: in his place began to put an apostrophe (Padded comma) or quotes after the preceding letter. In August 1928, the government recognized the use of the apostrophe in the middle of the word instead of the letter "solid sign" in August 1928. In modern Russian spelling, Kommersant is used only as a dividing between the consonant and vowel letters. Most often used at the junction of the console and root (ad, entrance), as well as in some borrowed words (adjutant, injection) and in two adjoining full (not abbreviated!) Fundamentals in difficult words (three-tier).

It should be noted that in ancient Russian, in addition to two functions (space and the laying), the letter K (EP) had a third function - the figure of the male race. She wrote after consonant letters at the end of the names of the nouns (Oleg, Kudesnik, Lob), in the verb of the last time of the male race (Put, died), as well as in brief adjective male sorts (Lob Gol, Prince is beautiful). When he disappeared from this position, the male race began to be determined by graphic zero as opposed to female (book - table).

Does this function b (solid sign) in modern names? "Tavern", Coffee "Admiral", Shop "Lombard", Coffee "Peter", Magazine "Gastronomy", Taxi "Yamchchchik", Real estate agencies "Option" and "Address" ... Indeed, all this names are nouns for men.

Consequently, relying on the material studied, the appearance of the letter K (solid sign) in the modern names of various institutions can be justified from the point of view of the history of this letter. First, as a super-short vowel sound that converts a closed syllable into an open. Secondly, in all these words a solid sign is the indicator of a male genus, according to the laws of the Old Russian language.

But did these facts know these facts who have added this letter in the names of their firms? I addressed this issue to entrepreneurs and employees of these institutions. A total of 14 people were surveyed. Of these, only 3 people know that it was once a vowel letter, 12 people know that this letter was written at the end of the nouns of the nouns. To the question than they were guided by adding to Kommersant after solid consonants, unanimously answered that these are commercial tricks that serve to create a certain image of the goods or a facility, which is intended to emphasize the company's voltage of the enterprise, using a steady representation: "pre-revolutionary (old) "\u003d" Good. "

In our city there are some more stores, in the title of which in the end of the word can stand a solid sign: "Cosmos", "Sapphire", "stimulus", "comfort", "Zenit", "Visit", "Phoenix", "Topaz" . I hope that in the future, if entrepreneurs want to enter into the names of their firms and institutions the letter B (solid sign), it will not be only a tribute to fashion or a commercial move, but a historically informed decision.

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