"Belonging to a society and culture is determined primarily

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According to the authors of the initiative, foreign language elements currently predominate in advertising, and names are rendered in Latin. At the same time, some letters of the Cyrillic alphabet are sometimes replaced. It is for this reason that the senators propose to ban the use of other alphabets in advertising, making an exception only for trademarks.
by language and writing. Through the graphics of the text, a person understands what culture he or she belongs to; the font becomes the "core" of the cultural code. The bosnia and herzegovina cell phone number list appearance of the text is linked to its content. Cyrillic writing is the basis of our cultural code, which makes it possible to preserve our identity in the context of the active promotion of global mass culture. Protecting Cyrillic is important for preserving the integrity of the Russian state. Visual recognition of the signs of the familiar Cyrillic alphabet plays a unifying role in society," the authors of the bill believe. "The impact of advertising on society is not limited to regulating people's consumer behavior. Advertising can have a cultural and social impact on the consumer and on society. Advertising has a particularly strong influence on the consciousness of young people. Distortion by replacing the Cyrillic alphabet with the Latin alphabet affects the understanding of the Russian word and Russian speech in general. This contributes to the incorrect perception of the culture of their native language by young people, as well as the distortion of colloquial speech."

"Current legislation provides for the possibility of using, both in advertising and in the names of organizations of all forms of ownership, along with the Russian language, other languages ​​of the peoples of the Russian Federation or foreign languages ​​in the established manner. In advertising, it is permissible to use in a foreign language a company name obtained during the registration of a legal entity, and a trademark and service mark without translation into Russian. The proposed regulation seems excessive. It is not possible to determine the possible expenses of advertisers if the law is adopted," this is how Academician of the Russian Academy of Advertising Vyacheslav Chernyakhovsky commented on this bill.

However, the adoption of the bill will entail the replacement of at least the signs, which will lead to significant expenses and may require additional approvals.

For example, this summer, the Wildberries marketplace changed its website name to the Russian-language "Yagodki". And a discussion about a possible change of the company's brand to a Russian-language one flared up in the information field. At that time, FG Finam analyst Anna Builakova said that in the case of Wildberries, replacing signs at all pick-up points would cost 2 billion rubles. "Coordinating design changes with the management companies of some complexes, especially new buildings, may take a long time, since some landlords maintain a single style of buildings," Anna Builakova commented on Wildberries' costs for a possible rebranding.

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