Yandex Image Through the Eyes of Generation Z

Based on the analysis of the structure and content of the Yandex concept, the article examines the image of Yandex in the perception of the youth audience. It reveals the specific features of this image in the consciousness of generation Z: the key cognitions of conscious­ ness were the search for information and the color image, while the utilitarian­practical mode proved dominant in perception. Keywords: image; concept; Yandex; cognition; association experiment.