Russian advertisements are inevitably under the infl uence of the English language, global
advertising discourse and American values. Nearly all structural components in the layout of
Russian advertisements use English or an English–Russian mix. In Russian advertisements,
presence of English in abundance in labelling products, company name and logo is predictable
because multinational corporations decide not to customize its message. Both inter- and intrasentential,
as well as morphological mixing of English and Russian take place in advertisements.
Roman and Cyrillic scripts are used as a physical manifestation of English. The patterns of
English-based representation can be accommodated in fi ve-type classifi catory scale, where
English in Roman script is the least assimilated type, and English in Cyrillic script is the most
assimilated type. Creativity in modern Russian TV commercials is also observed through using
structural patterns infl uenced by English, and exploiting social meanings and connotations.