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It is generally accepted that advertising is one of the fundamental issues, which plays an important role in a rapidly globalizing world. Numerous investigations have highlighted that advertising effects processual quality of language and means of communication. The evolution of media language and its peculiarity are determined by its important influence on the national language diversity affecting mainly material, spiritual, economic, political and social development of the society. The research of the advertisin...

In the context of globalization the media have a significant impact on the language. The modern society is characterized by the rapid pace of development in the sphere of literature and art, as well as by scientific discoveries and the uprising of new realities and definitions, linguistic and extralinguistic forms of reflecting the reality. Understanding the language as a part of the culture of any modern society and a primary means of communication cannot but have specific features of mass culture development as ...