GLOBALIZATION AND ENGLISH IN ADVERTISING EXPLORING HOW ENGLISH IS USED AS A GLOBAL LANGUAGE IN BRANDING

Abstract

It focuses on multiple roles of English in international advertising, its symbolic and practical dimensions, as well as cultural contexts within globalization. The global lingua franca status of English has resulted in it being a foundational stone of international branding and thereby helps in bridging the linguistic divides to increase appeal of the brand.  The article explores how English is used in global advertising campaigns like McDonald's "I'm Lovin' It" and Coca-Cola's "Share a Coke," emphasizing how well it can create universal themes while using local languages to accommodate regional diversity. The study emphasizes the symbolic importance of English, which is frequently linked to innovation, modernity, and status. That places it more like a very powerful instrument that brands can use toward their aim of being globalized and future-oriented. English domination in advertisements triggers linguistic imperialism, cultural homogenization as the dominant linguistic medium ignores local languages and identities and diminishes them. Utilising case studies and theoretical analyses, this article discusses approaches to balance global connectivity by making a brand relevant through regional communication, such as code-switching and bilingual advertisement. It also indicates the difficulties that may be encountered in a global campaign regarding cultural sensitivity, linguistic accessibility, and ethical practices. The conclusion is that even though English offers the greatest advantages in international advertising, its success is contingent on how it is carefully meshed with local languages and cultures. The article concludes, discussing the future of multilingual advertising and the essence of inclusiveness, diversity, and technological innovation towards the next generation of campaigns in the global market.