THE LANGUAGE OF MODERN INTERNET ADVERTISING AND THE ABUNDANCE OF SLANG, JARGON, AND ENGLISH BORROWINGS AS ITS DISTINCTIVE FEATURE

This thesis analyzes the linguistic features of the language of modern internet advertising, the reasons for the use of slang, jargon, and English borrowings in advertising texts, and their impact on the audience. As a result of digital communication and globalization processes, a new lexical layer has emerged in the language of advertising, in which foreign language units and informal speech elements are actively used. The study examines the communicative potential of the language of internet advertising, its influence on language culture, and its place in modern advertising discourse. The positive and negative aspects of using slang, jargon, and English borrowings in advertising language are also analyzed on a scientific basis.