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The article analyzes the manifestations of linguocreative activity in the field of professional nomination, provides an overview of the characteristic trends and ways of creating innovations in professional areas of the language. The author considers the phenomena of anthropomorphization and zoomorphization of special objects, fixed in professional and professional jargon, as well as examples of the implementation of the metaphor of reification in the professional environment. Special attentiondoi:10.26170/ufv20-02-09 fatcat:dkvr7qtgmjcwhgjigbhjlldyvi