This article deals with the idea of territorial and social delimited words. The language of advertising is close to ordinary colloquial. They are able to show their meaning in beautiful words. In advertisements, socially delimited words are active. At the present stage of the development of World linguistics, the need for such areas of substantiation of the text from an anthropocentric point of view as Sociolinguistics, Psycholinguistics, Linguoculturology, Pragmalinguistics, Cognitive linguistics is further expanding.

territorial delimited, socially limited, argon, slang, dialect, advertising text, oral speech, dictionary content, lexical - semantic.