The following article is devoted to pragmonims (the proper names of trademarks). The language party of trademarks was completely ignored so far that is explained by the limited sphere of their function, artificiality of education, specifics of semantics. The purpose of our research is to try objectively to estimate a pragmonim field and its efficiency in the advertizing texts. Our task is to analyze results and to make an approximate adaptation and a functional variety of pragmonims. The advertizing texts and pragmonims slongans are in the center of our researching attention. Our obtained data showed that the semantic perception of a foreign-language pragmonim (commodity brand, a brand) is a problem of its general understanding and orientation of the recipient according to the purpose or the main motive of the received message.