This paper deals with the presence of foreign words and expressions in the advertisements of five different European countries, i.e., Germany, France, Italy, Spain, and the United Kingdom. It intends to determine the reasons for this phenomenon: are these words and expressions untranslatable or are they intentionally not translated? They are in the ads because they respond to a strategy of non-translation and have a function of fetishization and language display. Our main contribution to this field of research is the neologism aliocultureme, which designates linguistic expressions that are both present and non-translated in a purposeful manner, which differentiate it from borrowed words and from culturemes.