Reklamos socialinio vaidmens ir skolintos terminijos vartojimo problemos miesto prekybos tinkluose ir žiniasklaidoje

Nowadays advertising is of significant importance. Radio and television programmes, newspapers and magazines, various texts, even streets and shops are hardly imaginable without advertising. Advertising forms individuals’ as well as public attitude to many things in life. Besides it influences the person’s behavior and way of thinking. Advertising is inseparable part of the market; it helps create new working places, increases income and discloses positive qualities of manufactured products.However to create the correct, attractive and emotional body of the advert is not easy at all. Every person involved in advertising should be aware of that. In advertising texts vocabulary rules change, loanwords pushed, their standardisation and codification are noticed. In the period of integrating into the European Union, more new technological terms are used in the Lithuanian language. The language is being operated in virtual environment. New varieties of the language are being discovered - advertisement language and -communicative language. The problems of the usage of borrowed words also appear in the language.