Proceedings of the International scientific and practical conference ―Science and Society in Times of War‖ (June 5-7, 2026) / Publisher website: www.naukainfo.com. – Kharkiv, Ukraine, 2026. - 417 p.

187 language of global communication. It helps communicate Ukraine‘s message to the outside world and connects local suffering to international political discourse. At the same time, minority-language landscapes in Ukraine may be affected in complex ways. In regions with Hungarian, Romanian, or other minority communities, local multilingualism continues to exist, but it is increasingly embedded in a wartime state-language framework. Ukrainian often becomes more visible alongside minority languages, especially on official signs and school-related materials [11]. This may strengthen bilingual practices but may also create tensions if communities perceive language policy as overly centralised. Commercial signs and patriotic branding. The commercial sphere has also adapted to the wartime context. Many businesses use patriotic colours, national symbols, military references, charity messages, or Ukrainian-language slogans in their public communication. Cafés, shops, banks, and service providers often display signs supporting the Armed Forces of Ukraine or announcing donations to the army. This phenomenon can be called patriotic branding. Commercial actors use national symbols not only for marketing, but also to demonstrate moral and civic positioning. The boundary between advertising and political communication becomes blurred. A shop sign or advertisement may simultaneously sell a product, express solidarity, and participate in the symbolic defence of the country. The colours blue and yellow have become especially prominent. Flags, ribbons, hearts, maps of Ukraine, tridents, and military motifs appear frequently. Such signs contribute to the visual nationalisation of public space. They create a shared emotional atmosphere in which everyday consumption is linked to wartime patriotism. Digital extensions of the linguistic landscape. The wartime linguistic landscape is not limited to physical signs. Digital screens, QR codes, online maps, social media pages of municipalities, school websites, and Facebook groups extend public space into digital environments. In wartime Ukraine, digital communication has become crucial for safety information, mobilisation, fundraising, and community organisation.