Abstract
The article discusses the issue of marketing as a dominant discourse and an ideology focused on promoting profit and sales in the contemporary world of consumption. Starting from Michel Foucault’s theory of discourse and the critical discourse analysis of Norman Fairclough and Ruth Wodak, the author considers the problem of the expansion of marketing discourse into the semiosphere of other discourses, such as feminist or religious discourse, as well as its two mechanisms: implantation and expanding. The paper also discusses issues related to consumer culture and its linguistic expression through metaphors of consumption, eating, profit and sales, which are implanted in discourses beyond the marketing sphere. In addition, the functioning of the brand and product as specific persuasive messages and at the same time manifestations of consumption culture are analyzed, as well the issue of narrative as a creator of the brand, which is understood here as a psychological asset of the customer.