Abstract
The article examines folkloric stories associated with archaic beliefs in magic force of a name. The author reveals the specificity of their implementation and transformation in the British tales. For the first time in domestic and foreign science, the author traces mythological origins of these beliefs from their appearance in antiquity till the moment they were used in the tales. The paper concludes that mythological conceptions about the meaning of a name were assimilated and interpreted in the British fairy-tale tradition and served as a basis of many stories. The author points out that folkloric fantasy substantially revised the principles typical of the mytho-poetical worldview; folkloric consciousness denied archaic practices representing them as tragicomic grotesque.
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