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The article deals with the concept of keywords from the position of an associative approach. This concept is widely used in professional scientific and educational activities. The definition of the key words of the text is a prerequisite for the preparation of a scientific work for publication, as well as one of the stages in the teaching of philological analysis of the text. In this regard, it becomes urgent to identify what is meant by the term "keywords" in the professional activities of a philologist. We belie...