Multicultural values of loanwords in english-language advertising texts

Abstract

This article examines the lexical-semantic nature of loanwords and expressions used in English-language advertising texts, their functional role, and their contribution to the formation of multicultural
values. In the era of globalization, advertisements serve not only as commercial tools but also as ideological
and intercultural means of communication. Loanwords in advertising texts enhance communicative effectiveness by integrating the values, symbols, and stereotypes of different cultures. The lexical structure and
cultural components of advertising discourse are analyzed using discourse-theoretical and sociolinguistic
approaches. The study conducts an analysis of the functional use of loanwords – in terms of building brand
image, creating cultural connotations, and increasing the expressiveness of the text. It concludes that loanwords act as carriers of multicultural values in advertising discourse and thereby strengthen the persuasive
power of advertisements.
Key words: loanwords, advertising texts, multiculturalism, language and culture, English-language discourse