Trademark as a socio-cultural element of advertising communication

The article seeks to address trademark as a socio-cultural element of advertising communication. The author reveals the essence of the trademark, as the bearer of personal identification. Sacred symbols are an integral part of the spiritual life of any society. Already at the dawn of mankind people used to believe that some hidden sacred functions household items, natural phenomena. So trademarks since time immemorial not exist in isolation, and act as an element of the whole graphic composition and serve as a means of identification of their products and services.