A long time ago, even at the PRA-Slavic stage, our ancestors had a language in which all vowels were divided into two varieties:
1) LONG
and
2) SHORT.
There was no other variety. Any vowel sound could be either long or short. Since the phonetics of those times is usually depicted in Latin characters, I will now show full list all the then vowels and only note that the line above phonetic sign means long, and the absence of a line means short.
So:
ā - a,
ō-o,
ē-e,
ū-u,
ī-i.
There were also diphthongs: aj, oj, ej, au, ou, eu, but we are not talking about them now.
The sounds [a] and [o] actually did not differ by ear, and therefore I could write the first two pairs as one pair, but the whole point is that the long sounds from these two pairs have now become the Russian sound [a], and short sounds - Russian sound [o]. However, this is not important, but only so - by the way I had to.
We are now interested in the last two pairs. And this is what happened to them.

Praslavyan, for some unknown reason, came up with such an idea: to commit an act called LOSS OF PASSIONITY. This is such a phenomenon when a person, in particular, becomes too lazy to spend efforts on rounding his lips into a tube and pronouncing the sound [u]. He decides to spend less energy on this matter and not overwork his organs of speech. And within the framework of this phenomenon, the following processes appeared:
ū > s,
u > b.
The > sign means "goes to".
Because the Western Europe- it's just a distant fringe Slavic world, then there all our processes took place in exactly the same way, but always with a delay. They are trailing behind us. This is the process we are now seeing among the Scandinavians. What happened to us 4,000 years ago is happening to them only now.
But let me explain in more detail what these two lines mean:
ū > s,
u > b.
The first line means the following: we pull with all our might the vowel and long sound[ū] and at the same time we stretch our lips into a tube. But then we continue to draw this same vowel sound, but the lips are no longer tense, and the narrow stream of exhaled air becomes wider. And then we get the Russian sound [s], but only a long one, and not the same as now.
But that was the first line. Now let's take the second one. We pronounce a short sound [u] by stretching our lips into a tube. And as part of the process of losing flatness, we stop straining and expand this tube. Everything is the same as in the first case, only there was a long sound, and now it is short. And in this way we get a vowel sound, denoted as follows: [ъ]. This is not a solid sign! This is a normal vowel sound (similar to the sound [s], only more abrupt), which could be stressed, which formed syllables! The fact that it ceased to be pronounced in some cases several millennia later is a completely different matter. And I will talk about this later.
In the meantime, I'll tell you about another process: about the pair ī - i.
Within this pair, the following natural changes occurred:
ī > and,
i > b.
What does this mean? This means that the sound [i] as it was, remained so, we just stopped pulling it, because the Slavs abandoned long vowels in principle. But we decided to pronounce a short sound with less effort than before, and this is a different process. It's called LOSS OF SHARP. As a result of this process, the short vowel sound [i] began to be pronounced with less stress than before. When we diligently pronounce the vowel [i], we stretch our lips into a smile. The loss of sharpness meant that the smile was canceled and the lips no longer stretched. And in this way a sound was obtained, intermediate between the sound [i] and the sound [e]. We can observe such a sound in modern Germanic languages.
And thus:
A SOLID SIGN appeared in the course of LOSS OF SLEEPING,
The SOFT SIGN appeared in the course of LOSS OF SHARPNESS.
Both vowels were syllabic and could be stressed. I will give examples from the Old Russian language:
Lb, genitive case: Lbba. This is LOB - LBA.
СЪНЪ, genitive case: СЪНА. This is SLEEP - SNA.
МЪХЪ, genitive case: МЪХА. This is MOX - MXA.
STOP, genitive: STOP. This is a STUMP - STUNK (instead of STOP).
LN, genitive case: LNA. This is LINEN - LINEN.
And so on. If I write МЪХЪ, then this means that it was TWO SYLLABLES, and the stress fell on the first of them, and when transferred, it was written like this: МЪ-ХЪ.
And then such a phenomenon occurred: THE FALL OF THE REDUCED. That's what it meant: for a while, the sounds [b] and [b] began to be pronounced very shortly. Jerky. And then the Slavs decided not to pronounce them at all, or to pronounce them, but not abruptly, but as full-fledged vowels.
Where it was possible to throw out the vowel sound [ъ] without prejudice to pronunciation, it was thrown out. That is, he simply disappeared without a trace. For example, at the end of a word. It was a HOUSE, but it became a HOUSE. In the same places where it could not be thrown out painlessly, there it was replaced by a vowel sound [o]. For example, in the word МЪХЪ - the first "hard sign" is replaced by a pure O, and the second is thrown out. And so - everywhere and always.
Similarly, we treated the sound [b]. Where it could not be thrown out painlessly, it was replaced by the vowel sound [e], and where it could be thrown out, it was thrown out, but not without a trace, but leaving behind softness. For example: there was a word STUN, in which there were two syllables, and the stress fell on the first of the two, and then it became PEN - one syllable, in which the last letter no longer denotes a sound, but serves only as an indicator of softness.
The Bolsheviks were the executioners of the Russian people and acted exclusively in the interests of those peoples who were hostile to the Russian people and wished evil on Russia. But the fact that they almost completely removed the SOLID SIGN from use is a positive phenomenon. Positive, not shameful!
The fact is that a solid sign was originally a product of ignorance and stupidity. It was originally an immoral phenomenon worthy of condemnation.
Indeed, when the solid sign ceased to be pronounced, the question immediately arose: why then write it at all? There are chronicles and separate ancient texts where it was not written at all.
The scribes, on the other hand, wanted to show their abstruseness and preserve ancient tradition, but they could not figure out in which cases it is necessary to write this silent letter, in which not to write. One could notice that a solid sign was written in the middle of the word where we now see fluent vowels: МЪХЪ - МЪХА. But the concept of fluent vowels still required a high level of literacy and, in general, intellectual effort. Therefore, it was decided as follows: to write a solid sign only at the end of a word after consonants. It was an easy rule that wasn't hard to remember. But this rule meant that the tradition was not observed completely, but only in the case where we wanted. But in my opinion, if we have already decided to follow the tradition, then let's write a solid sign in all other cases. And the remaining cases are at least 50 percent of the cases of the use of this letter. If not more. And thus, the solid sign became a symbol of ostentatious piety, laziness of the mind, stubbornness and simply stupidity.
And it had to be removed at the end of the word.
BUT soft sign continues to work and live. In the words HORSE or GUS - how do you remove it at the end of the word? But it does not mean any sound!
There are analogues of the soft sign in other European languages. For example, in Lithuanian or in Frisian, but they are depicted there using the Latin alphabet.
The fall of the reduced was also in the West, but, as always, with a great delay, in comparison with us. For example, in French.
And in general: the West is trailing behind - this is my clear conviction. The division of the Indo-Europeans into the languages ​​of centum and satem is generally a shameful phenomenon that casts a shadow on a part of the Indo-Europeans.
Satem languages ​​- it was vanguard Indo-Europeans, and the Centum languages ​​are those who trailed behind, but then came to the same thing, but only belatedly.
By the way, the Slavs are satem, and the Germans, Celts and Romans are centum.

No matter how hard they try to convince students that the knowledge they received in school years, will be needed by them in the future, unfortunately, this is not the case. However, some things that are taught in school will actually come in handy in adult life. For example, the ability to write well. To master it, you need to know the basic grammatical laws of the Russian language. Among them are the rules governing the use of separators ъ and ь signs.

Solid sign: history and its role in the word

The twenty-eighth letter of the Russian alphabet, despite the fact that it does not denote sounds, is performed in words important function. Therefore, before consideringthe rules governing the use of ъ and ь signs are worthlearn a little about its history and role in the word.

A solid sign existed in Slavic languages almost from the very moment of their formation. At first it was a short vowel, until it became unpronounceable letter, which is used to separate a word into syllables, and also replaces spaces.

AT late XIX in. it was noted that the frequent use of ъ in texts (4% of the total volume) is inappropriate, especially in telegraphy, cursive writing and typography. In this regard, more than once they tried to limit the use of a solid sign.

After the 1917 revolution, this letter was generally abolished for almost ten years. In those years, the apostrophe was used as a separator in words.However, in 1928 it was excluded from the Russian language (but preserved in Ukrainian and Belarusian), and its dividing function was taken over by solid sign which he continues to this day.

In what cases is put ъ in words

As for the use of a solid sign, there are several rules for putting it before e, u, yo, i:

• After prefixes that end in a consonant: connector, pre-anniversary.
• In terms that came from other languages, with the prefixes ab-, ad-, diz-, in-, inter-, con-, ob- and sub-: adjuvant, disjunction.
• After counter, pan, super, trans and feld: pan-Europeanism, superyacht.
• In compound words starting with two-, three-, four-: two-core, three-tier, four-language.

There are several exceptions when ъ is not at the junction of the prefix and the root, but inside the word itself. These nouns include: courier and flaw.

When do not put

In addition to the rules governing the use of ъ and ь signs, it is worth remembering the cases when they do not need to be put:

• A solid sign is not put in words with a prefix ending in a consonant letter, when it is followed by vowels a, o, and, y, e, s: cloudless, secluded.
• Not set given sign in complex abbreviated terms: foreign language, head of trade.
• It is also not put in lexemes written with a hyphen: half a diocese, half an apple.

Considering the rules governing the use of ъ and ь signs that perform a separating function in a word, it is worth remembering that the lexemes "interior" and "clerk" are written through a soft sign. Such a spelling is no exception, since in the word "interior" the inter is not a prefix, but part of the root. And in the "clerk" the prefix is ​​\u200b\u200bnot under-, but po-, but -clerk is the root.

What are the functions of a soft sign

As for ь, in ancient times it meant a short vowel [and], but gradually, like ъ, it lost its sound.

At the same time, he retained the ability [and] to give softness to the previous consonant sound.

Unlike a solid word, it can perform 3 functions.

• Dividing.
• Informs about the softness of the preceding sound.
• Used to denote certain grammatical forms.

Rules for the use of a soft sign

Studying the laws of the Russian languageregulating the use of ъ and ь signs, it is worth learning a few rules:

• A soft sign that performs a dividing function is never placed after a prefix (this is the lot of a hard sign). Parts of words in which the separating b is written are the root, suffix and ending before e, e, u, i: monkey, interior. This rule applies to both Russian vocabulary and borrowed terms from other languages.
• The separating b is placed in some words before the letter combination he: champignon, medallion, broth and million.

In the case when b informs about the softness of the previous sound, and does not perform a separating function, its setting is determined by the following rules:

• In the middle of a word, ь indicates the softness of the letter l if it precedes another consonant, except for l: finger, prayer. Also, a soft sign “does not wedge” into letter combinations: lf, nsh, nn, rsh, chk, ch, rch, schn ( drummer, candle).
• In the middle of a word, this sign is placed between soft and hard consonants: please, very much.
• In the middle of a word, ь can stand between two soft consonants. Provided that when the form of the word changes, the first remains soft, and the second becomes hard: a request is a request, a letter is a letter.
• In some cases given character located at the end of a word after consonants. In doing so, it helps to set the value of the lexeme: linen(plant) - laziness(quality of character), con(place for bets in the game) - horse(animal).

As a marker for individual grammatical forms, this sign is used in such cases:

• In adjectives arising from the names of the months (except January): February, September.
• At the end of numerals from 5 to 30, as well as in their middle, if they denote tens from 50 to 80 and hundreds from 500 to 900: six, seventy, eight hundred.
• AT imperative mood verbs (except lie down - lie down): take out - take out, throw - throw.
• in infinitive ( initial form verb): keep, grow.
• In all cases, the words "eight" and in instrumental plural numbers of individual numerals and nouns: six, lashes.

The use of b and b signs after hissing w, h, u, sh

Following these soft sign letters is possible under the following conditions:

• At the end of most adverbs and particles, except for: really, already, unbearable, married and in the preposition between.
• In the infinitive: save, bake.
• In the imperative mood of verbs: smear, soothe.
• In the endings of the second person of verbs singular future and present times: sell, sell.
• In the end nominative case nouns kind, in III declension: daughter, power. For comparison in the m. gender - call, broadsword.

In some cases, ь is not used after these letters:

• In nouns II declension: executioner, fake.
• AT short forms adjectives: fresh, poignant.
• AT genitive case nouns plural:puddle, cloud

A solid sign after w, w, h, u at the end of a word or root is not put, since its “place” is always after the prefix before e, e, y, i.

Use of ь and ъ signs: exercises

Having familiarized yourself with all the cases of setting soft and hard signs, it is worth moving on to the exercises. To avoid confusion, we have collected together most of the above rules governing the use of ь and ъ signs. The table below will serve as a hint for completing tasks.

In this exercise, you need to choose which of the letters should be put in words.

This task concerns the use of a soft sign following the hissing letters. It should open the brackets and, where necessary, put a soft sign.

In the last exercise, you need to write out the proposed words in 2 columns. In the first - those that are used with ь, in the second - those that are without it.

That both hard and soft signs are "silent" letters, they perform important role in Russian. You can make many mistakes in your writing, if you do not know the laws of grammar governing the use of ъ and ь signs. You will have to learn more than one rule so as not to confuse which of the signs should be put in specific situation. However, it is worth it, especially in the case of a soft sign, since often only its presence helps to determine lexical meaning the words.

LETTER Ъ: PRESENT AND PAST

Yuzhannikov Vladislav

5 A class, MBOU "Secondary School No. 31"

Kanifatova Alena Alexandrovna

scientific adviser, teacher of Russian language and literature,Novokuznetsk

There are 33 letters in the Russian alphabet. Most of these letters have their own sound designation, and sometimes not one, but two. So for example, in the word CONFERENCE and in the second and third syllables there is a letter E, but in the second syllable in weak position without stress, we pronounce the vowel sound I, and in the third syllable, the sound E is stressed. Special place among all letters, soft and hard signs are occupied, since they do not give sounds. These letters have special roles in words. So we know that the letter b (soft sign) serves to denote the softness of a consonant sound (salt, coat), and also performs a separate function (blizzard, ants). In contrast to this letter, the role of a solid sign is assigned a small one. It acts as a division. The only letters that can be preceded by a solid sign are E, Yo, Yu and Ya (raz e hut, sj yo mka, raz I take off, lift Yu bnik). However, recent times in Russia, attempts are being made to use this letter for other purposes.

Increasingly, on the streets of our city, we come across signboards of the names of any institutions, at the end of which a solid sign flaunts. For example, real estate agencies Variant, Address, Lombard store, Petr coffee, Gatronom magazine, Yamschik taxi, etc.

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

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

In order to acquaint children with letters, in modern alphabet books for each letter, to facilitate the child, not only a drawing is offered, but also little poem. What can you write about a solid sign? Let's look at some of these books.

1. We know that there is both an entrance and an exit,

There is a rise, and there is an entrance,

We can't do without them

Very important… (firm sign)

2. Announces b:

The beast is my enemy and the bird is my enemy!

I'd rather hide in the porch,

And no one will eat me!

3. I can't find anything

The zoo has a solid sign.

I don't know these animals.

Help me friends!

In a poem by Danish K. about a solid sign, the stanza caught my attention:

Used to be an important person

He was held in high esteem under the king,

He is almost in every word

I have visited and served.

The question arises: what service did the solid sign perform earlier.

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

So, in the first Russian alphabet, created by the enlighteners, the brothers Cyril and Methodius, the letter Ъ (solid sign) was called EP and was the 29th letter denoting an ultra-short vowel sound that is not pronounced. However, in writing, the use of this unpronounceable letter was not useful: it helped to correctly break the line - into words (before switching to the use of spaces): For example: to God's chosen king.

But it must be noted that this hypothesis does not justify the appearance of this letter in modern titles. Since, according to my observations, this sign is found in proper names, consisting of only one word (“Admiral”, “Traktir”, “Gastronom”). In addition, as already mentioned, given letter played the role of an ultra-short vowel sound. In Russian, a vowel is a syllabic sound, so there are as many syllables in a word as there are vowels in it: aria(3 syllables), lighthouse(2 syllables), flight(1 syllable). Syllables are either open (ending in a vowel) or closed (ending in a consonant). For example, in the word ko-ro-na all syllables are open, and in the word ar-buz both syllables are closed.

A characteristic feature of syllable division in the Old Russian language was that it obeyed the law open syllable, as a result of which all syllables were open, that is, they ended in a vowel sound. The law of an open syllable determined the fact that in the Old Russian language there could not be consonants at the end of a word, since in this case the syllable would be closed. Therefore, at the end of words ending in consonants, they wrote b (ep).

Let's trace it on the studied material. Traktir, Admiral coffee, Lombard store, Petr coffee, Gastronom magazine, Yamshchik taxi, Variant and Address real estate agencies ... Indeed, in all cases, this letter is written at the end of the word , after a consonant sound, in this case, the modern closed syllable is transformed into an open one.

The famous Russian linguist Lev Vasilievich Uspensky (1900-1978) in his book “A Word about Words” calls a solid sign “the most expensive letter in the world”. Since, in his opinion, "he did not help anything, did not express anything, did absolutely nothing." And in some texts, this sign was used more often than other vowels. Let's see this in an excerpt from ancient Russian chronicle"The Tale of Bygone Years".

Total in this text 144 words, which account for 31 ep, in fact, this sign is written in every fourth word, and in some words it occurs twice. For example: prashal, entered, volkhbhvov.

The Soviet authorities also noticed the meaningless use of this sign, which greatly increased the text and, accordingly, the cost of printing. Therefore, according to the Decree "On the introduction new spelling» (1918) the letter Ъ (ер) was excluded from the Russian alphabet. There was nothing to mean and "separating er" in the middle of words. They came up with a replacement: in its place they began to put an apostrophe (superscript comma) or quotation marks after the previous letter. In August 1928, the government recognized the use of an apostrophe in the middle of a word instead of the letter "solid sign" as unusual for Russian grammar. In modern Russian orthography, Ъ (a hard sign) is used only as a separator between a consonant and a vowel. Most often used at the junction of a prefix and a root (announcement, entrance), as well as in some borrowed words (adjutant, injection) and in two adjoining full (not abbreviated!) stems in compound words(three-tiered).

It should be noted that in the Old Russian language, in addition to two functions (space and syllable formation), the letter b (ep) had a third function - an indicator male. It was written after consonants at the end of nouns (Oleg, sorcerer, lob), in past tense masculine verbs (put, died), and also in short adjectives masculine (forehead gol, knyaz is beautiful). When he disappeared from this position, the masculine gender began to be determined by a graphic zero, as opposed to the feminine (book - table).

Does this functionЪ (hard sign) in modern names? Traktir, Admiral coffee, Lombard store, Petr coffee, Gastronom magazine, Yamshchik taxi, Variant and Address real estate agencies ... Indeed, all these are masculine nouns.

Therefore, based on the studied material, the appearance of the letter Ъ (hard sign) in the modern names of various institutions can be justified from the point of view of the history of this letter. First, as an ultra-short vowel that transforms closed syllable into the open. Secondly, in all these words, the solid sign is also an indicator of the masculine gender, according to the laws of the Old Russian language.

But did the entrepreneurs who added this letter to the names of their firms know these facts? I addressed this question to entrepreneurs and employees of these institutions. A total of 14 people were interviewed. Of these, only 3 people know that it was once a vowel, 12 people know that this letter was written at the end of masculine nouns. When asked what they were guided by, adding Ъ (hard sign) after solid consonants, they unanimously answered that these are commercial tricks that serve to create a certain image for a product or institution, which is designed to emphasize the quality of the enterprise, using a stable representation: “pre-revolutionary (old) ' = 'good'.

There are a number of shops in our city, in the name of which there can be a solid sign at the end of the word: "Cosmos", "Sapphire", "Stimulus", "Comfort", "Zenith", "Visit", "Phoenix", "Topaz" . I hope that in the future, if entrepreneurs want to add the letter Ъ (hard sign) to the names of their companies and institutions, this will not only be a tribute to fashion or a commercial move, but a historically sound decision.

Bibliography:

1. Gorshkov A.I. All the richness, strength and flexibility of our language. A.S. Pushkin in the History of the Russian Language: A Book for extracurricular reading students - M.: Education, 1993. - 176 p.: ill. - ISBN5-09-003452-4.
2. Gorbanevsky M.V. In the world of names and titles. - M.: Knowledge, 1983. - 192 p.
3. Russian language. Theoretical description. Tutorial for students of the specialty "Russian Language and Literature" Kuibyshev, 2012: pp. 35-38
4. Uspensky L.. A word about words. Essays on Language, Children's Literature, 1971 http://royallib.ru
5. [Electronic resource]. Access mode: URL: http://www.grafomanam.
6. [Electronic resource]. Access mode: URL: http://ja-rastu.ru/poeme/azbuka/
7. [Electronic resource]. Access mode: URL: http://ru.wikipedia
8. [Electronic resource]. Access mode: URL:

On October 10, 1918, a large-scale reform of Russian spelling came into force: letters were thrown out of the alphabet, including the unpronounceable "ѣ", which was once considered a sign of literacy, was deleted. Almost a century later, the presence of "yat" in the company logo for many has become a mystical sign of authority. Life about why the outdated rules of the Russian language turned out to be so attractive for the marketing machine.

98 years ago, Russian spelling underwent significant changes: the letters "fita" (Ѳ), "and decimal" (I) and the now fashionable "yat" (ѣ) were deleted from the alphabet. The proletarian reform also changed the rules for using a solid sign, or, as it was called under the emperor, "er": the unpronounceable letter no longer needed to be placed at the end of words ending in a consonant: there was no sense. However, as history has shown, businessmen disagreed with innovations.

According to SPARK-Interfax, more than 50 Russian companies used the word "yat" in their names, and another 219 organizations - a hard sign. In the vast majority of cases, "ъ" and "ѣ" are used in the areas of trade (both retail and wholesale), a little less often - in the names of construction and law firms. According to experts, brands in the old manner are an attempt to artificially instill history and traditions in the company.

Under the magical influence of the old rules of the Russian language, the beer restaurant "Durdin", the restaurant "Cafe Pushkin", the bakery "Daily Bread", vodka "Ѣ", the newspaper "Kommersant", the club of mixed martial arts "R.O.D.", St. Petersburg restaurant "Restoran". And there are dozens of such examples.

The BQB company, which was developing the Yat vodka brand (the company logo looks like the now unused letter "ѣ"), notes on its official website that Nicholas I refused during his reign (the first half of the 19th century. - Note. Life) to abolish the unpronounceable letter, arguing that it is - "a mark of difference between literate and illiterate gentlemen." That is why, as the agency claims, the advertised alcohol is "a product for competent gentlemen who understand a lot about real Russian vodka."

And the head of the club of mixed martial arts "R.O.D.b." Ivan Ivanov said that he wanted to emphasize with a firm sign in the name of the organization that everyone who comes to study will go to the end and achieve their goals.

When we came up with the name, we decided to rely on the most important root in the Russian language - "genus". It is with him that the most precious thing in a person is connected: parents, homeland, for example. This is something for which you can fight, for the sake of which you can become better. We also wanted to show the firmness of our intentions and those who will come to us, so we also added "b", says Ivanov.

Professor of the Department of the Russian Language Faculty of Philology Moscow State University Elena Galinskaya, in turn, said that the letter "ѣ" was abolished, because over time it became clear that it duplicates "e" in its sound.

Once the sounds were different, but over time, both letters sounded like "e". The only difference was in writing. Children in gymnasiums had to memorize a list of words (rhymes) in which the letter "yat" was used. Therefore, we can say that only very literate people could use "ѣ" - says Galinskaya. - A solid sign in the 11th century was considered a vowel (that is, in the word "bread" after the sound "p" there was something similar to a short "s". - Note. Life), then it became clear that it was necessary to get rid of redundancy in spelling.

According to the professor, entrepreneurs who use "yat" or a hard sign at the end in company names are dudes.

Still good if used correctly. For example, the bakery near the "Park Kultury" used to (now removed) called itself "Chl ѣb urgent "(chain of bakeries Le Pain Quotidien. - Note. Life), but this is incorrect. If you use "yat", then you must be guided by the fully old spelling rules. According to them, it was necessary to write "Daily Bread" correctly.

It was not possible to get a prompt comment from the Le Pain Quotidien bakery.

As a market source explained, obsolete letter in the title is used to attract the attention of an adult audience (over 40 years old).

These people often perceive "yat" or even a hard sign at the end of a word as a symbol, if you can call it that, of "soft dissidence." AT Soviet time often "yat" was used by those who did not want to put up with the power of the proletarians. After all, a whole era has gone with the old spelling rules, - says the interlocutor. - We also tried to bring ourselves closer to the entrepreneurs of the 19th century: Grigory Eliseev, Savva Morozov. What if our brand is the same old? We appealed to the super-memory of consumers. Still, they knew how to use "yat" correctly in tsarist Russia far from all, this is really a letter for intelligent people.

Life, in turn, asked readers about what associations the letter "yat" and a solid sign after a consonant evoke. It turned out that some Russians immediately present texts in Church Slavonic, while others react negatively to "ѣ", calling such naming bad taste.

It is worth noting that the fashion for the old spelling has reached social networks. For example, on VKontakte there are groups "Pre-revolutionary adviser" (more than 50 thousand people subscribed to it) and "Ub refuge in the native language. My home and my fortress "(more than 3 thousand subscribers). And a number of members of the first public (it is open to everyone) do not just read the posts of admins written in the old style, but in the same manner they comment on the entries:"Really, gentlemen, this young lady is a marvelous siren. Other sirs would lay half the world at her feet, ""This is both laughter and sin. "And judging by the way (without any sarcasm) high calm Russians try to communicate on the public page, some find such groups funny (here " new language", and therefore we can recall the" lethargy effect"), others, perhaps, really feel part of a special intelligent layer.

A member of the Guild of Marketers, Nicholas Corot, emphasized that the letter itself cannot bring anything to the business, it should be an organic addition to the brand legend.

A deliberate manifestation of the archaic (that is, antiquity. - Note. Life) in the form of letters lost from the alphabet is not associated with monarchist trends in business or some kind of nostalgia. This is a visual sign of the connection of times. A pseudo-legend is created, which says that the brand survived the Soviet era, that it follows traditions, - explains Koro. - Also, the use of "yat" or a solid sign can be a full-fledged address to the imperial trend. And he is.

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

A good example is the letter "e". It is no longer printed anywhere with dots. Outwardly, today it is exactly the same as "e", and therefore it will probably disappear soon. Therefore, brands are already appearing today that deliberately expose "yo" with dots. After all, on the one hand, this letter has a certain slang component (rapper), on the other hand, lexical, including non-normative overtones.

The head of the Nota Bene PR agency, Natalya Bulanova, emphasized that no one "yat" or a hard sign at the end is introduced "from the ceiling" into the name of their company.

The brand must match. This is a direct reference to the old Russian traditions. And it doesn't matter how old the company is (even three years, for example). She wants to show the consumer that she can be trusted, says Bulanova. - And this did not bother the Russian buyer. It cannot be said that such a phenomenon is very common. Such a "trick" with the birth of a legend works because few people will bother and search the Internet for how old the company is, whether it has a history. Purely visually, this makes one believe in quality when it comes to a small purchase (sausage, for example). If a person buys a car or an apartment, then, of course, he will not believe in any fairy tales.