Theoretical issues of marketing linguoculturology

INTRODUCTION. The interpretation of visual and linguistic codes, legal and ethical security, the application of technologies such as artificial intelligence, and the need to develop regulatory standards to prevent conflicts and increase consumer trust have been analyzed. The aim of the study is to analyze advertising text not as a static unit, but as a dynamic process of meanings generation, regulated by cultural codes and legal restrictions. MATERIALS AND METHODS. The research used a descriptive method to collect and analyze materials, identify key problems, and adaptation practices in advertising. This approach facilitated the systematization of marketing strategies, understanding of intercultural communication, and the features of textual and visual implementation of advertising messages across different cultures. RESULTS AND DISCUSSION. A comprehensive theoretical analysis of marketing linguoculturology as a dynamically developing scientific field that synthesizes the tools of linguistics, marketing, and cultural studies has been carried out. Special attention is given to issues of interpreting polycode texts, the specifics of functioning of linguocultural scenarios, and the legal and ethical boundaries of language game and euphemism in advertising discourse. Based on the analysis of doctoral dissertations from 2021–2025 and current judicial practice materials, patterns of global brands adapting to national worldviews and the role of non-profit values in shaping consumer behavior have been identified. CONCLUSION. Drawing on the analysis, it is proposed to improve advertising legislation and practice, including prohibiting the use of phonetic, graphic, and visual equivalents of swear words, and introducing the concept of “associative meaning reconstruction” for linguistic examinations. It is recommended to require mandatory preliminary linguocultural expertise, establish an expert council, and develop automated verification systems using AI. Additionally, training specialists and regularly updating regulatory standards are essential for increasing ethical standards and ensuring culturally safe communication in advertising.