LINGUISTIC ASPECTS OF SOCIOCULTURAL ADAPTATION: BRAND NAMES AND SLOGANS

Against the background of the accelerating process of globalization many companies seek to enter the global market. As a consequence, they have to adapt of their brand names and slogans to the foreign market conditions. Thus the present article is devoted to the issue of sociocultural adaptation of brand names and slogans. Much attention is given to the impact that language has on shaping of the worldview of both individuals and nation speaking this particular language. The articles underlines the role of language in perception of information and touches upon the issue of linguistic consciousness with the reference to the Sapir and Whorf`s hypothesis and linguistic findings of Baudouin de Courtenay and Leontiev. The article gives examples of the common mistakes made by companies in process of entering the international markets and emphasizes the importance of taking into account both linguistic and extralinguistic factors for a successful global market entry.