ИСТИНА

Although extremely prolific, the subject of American advertising is still open to interpretation in phonetic and psycholinguistic terms. The tastes and demands of the Global English speaking community and the incredible technological advances of our time have entirely transformed the so far existing marketing strategies and techniques making them much more involved and difficult to trace and pinpoint than ever before. To sense the pulse of the time and to get a deeper insight into the hidden mechanisms of modern American advertising a highly comprehensive cognitive processing of the material is required, and cognitive syllabics appears to be a great help here. Key words: advertising; code-switching; Generation Y; cognitive syllabics.