Author:

Keywords:

Social Sciences, Linguistics, Language & Linguistics, 1303 Specialist Studies in Education, 2003 Language Studies, 2004 Linguistics, Languages & Linguistics, 4703 Language studies, 4704 Linguistics

Abstract:

This study investigates and compares the use of English in 1,539 prime time television commercials from five European countries: Belgium, France, Italy, Spain and the Netherlands. Our study contributes to the existing body of research by adding two methodological issues. First, we investigate whether results differ depending on which definition of the term ‘English word’ is used (i.e. a strict or a broad definition). Second, we explore which factor best predicts the occurrence and the amount of English used in European television commercials: the advertised product (i.e. culture-free or culture-bound) or the country where the commercial is broadcast.