The English language plays an important role in global advertising. It is a powerful tool that functions as a medium of communication, influencing and branding in the international marketplace. Due to globalization, the English language acts as a dominant lingua franca all over the globe in different sectors like business, technology and popular cultures. The English language is the bridge between multinational corporations and diverse audiences across geographical and having different cultural boundaries. The widespread recognition of English language advertising had enhanced brand visibility, fostered aspirational values and conveyed modernity, sophistication and global identity in the market. The English language is the primary language used in global advertising. It can be combined with the regional language to create hybrid messages that appeal to both global and local consumers. The English language is strategically used by the advertising companies. These companies create slogans, brand names and key phrases that help to standardise brand image while maintaining cross-cultural adaptability. Additionally, the psychological approach of the English language is linked to cosmopolitanism, innovation and prestige, which influence target groups' attitudes and purchase intentions among the non-English speaking nations. Hence, the article explores how the English language is used in international advertising and emphasizes creating universal themes while using local languages to accommodate regional diversity. The study emphasizes the importance of the English language linked with innovation, modernity and status. Consequently, the utilisation of the English language in worldwide advertising prompts inquiries regarding cultural homogenization, linguistic supremacy and the sidelining of the native language. In spite of these apprehensions, English remains an essential instrument in influencing worldwide consumer culture and enables transnational marketing communication. The function of English in intercontinental advertising illustrates the convergence of language, globalization, and consumer psychology within the modern world economy.
Dr Gaikwad Ujwala Babanrao (Mon,) studied this question.