The advance of globalization and the media has significantly impacted the way that we, as individuals, live, consume, and relate to one another. The internet exponentially minimizes the issues and inconveniences caused by physical distance and facilitates the exchange of information and capital around the world. In this context, we ve gained access to the most different and diverse cultures through just a few clicks of a button, which stimulated the adoption of terms derived from other languages, foreign words. Companies, in order to adapt to this reality and get closer to their consumers, started to make use of these new words advertising pieces for different products. Alongside that trend came the need to understand how the use of foreign words in ads is percieved and the effect that they have across the socioeconomic spectrum. For this, a descriptive and quantitative study was conducted with a set of 164 people, who demonstrated how the use of this form of language impacts the consumer, as it forges the idea of superiority and quality in relation to a brand or product.