It is known from the school curriculum that a capital (uppercase) letter is placed at the beginning of a sentence, after a point, to highlight the beginning of segments of text, etc. The main purpose of a capital letter is to distinguish a proper name from a common noun.
Recently, capital letters have acquired new functions related to the names of trade companies, products, brands and even advertising texts.
Often, an uppercase letter is used among a sentence to give a word meaning in the test, to focus attention on it, to change its meaning.
Nowadays, the most often used in advertising is the spelling of a word in which capital letters are highlighted, for example, "MoyDoDyr" (the name of a car wash). When reading, there is a feeling that the word is divided into 3 parts, this helps to attract the reader's attention and keep the name in memory. The effect of uneven handwriting has the same property.
Sometimes in the names of salons, boutiques, shops, clubs there is a variant when the first and last letters are written in capital letters ("MaxidoM", "ArianT", "NormaN"). The boundaries of the word highlighted in this way hold attention, forcing one more time to read the name and comprehend in a new way.
You can find the deliberate use of a capital letter contrary to the rules of the Russian language, accompanied by an inappropriate spelling of the word ("Diskoteka", "Prynessa"). Such variations are found in advertising, and they are used for communication in the mind of the reader of this text and colloquial pronunciation.
Also in the advertisement you can see the option of capitalizing a part of the word. This technique can indicate a hidden meaning or cause certain associations ("Punchers! Discounts up to 30%", "Accumulative deposit in the bank", "MAXimum tariff").
Regular and varied abnormal use of uppercase and lowercase letters contributes to the formation of a misconception about the use of capital letters.
There is no doubt about the spelling of names of people and nicknames of animals, astronomical and geographical names. Typically, difficulties in using the capital letter correctly arise when writing awards, titles, institutions, etc.
