The first part of this paper that deals with bilingualism in advertising consists of a brief presentation of the definitions and features of bilingualism and provision of several examples from everyday life. Many studies investigating different spheres of bilingualism attest to its significance and help us understand a variety of aspects of the phenomenon. What is also highlighted are the types of bilingualism and their influence on identity formation, which is relevant in order to understand the concept of bilingual advertising. The second part focuses on the influence of globalization on languages in general and the development of bilingualism. Taking into consideration that the world has become a ―global village‖ in recent years, it is no surprise that bilingual advertisements represent a growing trend. Due to its status on a global level, the starting point was English, its use and effectiveness in the advertising world. This paper also provides a brief analysis of the use of the English language in advertising in countries where English has spread quite widely in recent years, and these are: Japan, Spain and France.