Globalization allows an approximation of cultures through the reduction of borders between countris, breaking barriers and unification of codes and languages. In this context, the use of foreign words appears with increasing frequency in the languages. It it common to observe the use of foreign words in products names and its offerings as a way of getting closer to the customer or appreciation of the announcement. This work seeks to analyze consumer behavior when exposed to offerings that feature the use of foreign words, comparing it to those who were exposed to advertisements without foreignness, understanding the perception of value attributed by them to each offer. A descriptive research was made, with two questionnaires and 200 respondents. The first presented advertises with the use of foreign words and the second without the use of foreign words. The results were analyzed by mean tests and the use of Wells Scale. It was found that since the advertisers use foreign words, the respondents tend to appreciate more and understand that the products should be more expensive.