CONNOTATIVE POTENTIAL OF VOCABULARY IN ADVERTISING TEXTS OF GLOBAL BRANDS

Abstract

In contemporary global markets, language serves not merely as a tool of communication but as a primary vehicle for constructing brand identity and influencing consumer behaviour. The connotative dimension of vocabulary – the associations, emotional overtones, and cultural resonances that words carry beyond their literal meanings - plays a crucial role in shaping audience perception. Despite the growing body of research in branding discourse, the linguistic mechanisms through which connotative meaning operates in multinational advertising texts remain insufficiently studied. This gap is particularly significant given that global brands must simultaneously appeal to diverse cultural audiences while maintaining a coherent identity.