The article characterizes the demarcation function of foreign words, which is highlighted by the phenomenon of buzzwords. In particular, it centers upon the borrowings from the English language. The communicative process is examined as a trend-related behavior, in which loanwords not only establish a demarcation between the sender and the receiver within a society but also demonstrate an individual's relation to a certain social group. On the one hand, linguistic demarcation as a phenomenon

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... rs on the individual level, on the other hand, it is adopted not only by mass media but also by marketing experts.