{"title":"Exploring English in TV product advertising for Dutch-speaking children","authors":"Gillian Roberts, Eline Zenner, Laura Rosseel","doi":"10.1111/weng.12576","DOIUrl":null,"url":null,"abstract":"In the context of global English, children are an interesting target group both from a marketing and a linguistic perspective, yet the use of English in advertising for children has so far received little research attention. Investigating English in a corpus of 3566 free morphemes (smallest independent linguistic elements) in 98 TV product advertisements aimed at Dutch-speaking children in Flanders, Belgium, this study addresses the methodological question of what counts as ‘English’ before inquiring into: (1) the overall amount of English; (2) which parts of the adverts are susceptible to English; and (3) the types of English used. Results show 80% of the adverts contain English, but English accounts for only 13% of the total free morphemes in the adverts. 70% of adverts contain English in the product or company name, which suggests that even in advertising language, the use of English is limited to specific functions in the Dutch-speaking Belgian context.","PeriodicalId":23780,"journal":{"name":"World Englishes","volume":null,"pages":null},"PeriodicalIF":0.8000,"publicationDate":"2021-12-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"World Englishes","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1111/weng.12576","RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"N/A","JCRName":"LANGUAGE & LINGUISTICS","Score":null,"Total":0}
引用次数: 0
Abstract
In the context of global English, children are an interesting target group both from a marketing and a linguistic perspective, yet the use of English in advertising for children has so far received little research attention. Investigating English in a corpus of 3566 free morphemes (smallest independent linguistic elements) in 98 TV product advertisements aimed at Dutch-speaking children in Flanders, Belgium, this study addresses the methodological question of what counts as ‘English’ before inquiring into: (1) the overall amount of English; (2) which parts of the adverts are susceptible to English; and (3) the types of English used. Results show 80% of the adverts contain English, but English accounts for only 13% of the total free morphemes in the adverts. 70% of adverts contain English in the product or company name, which suggests that even in advertising language, the use of English is limited to specific functions in the Dutch-speaking Belgian context.
期刊介绍：
World Englishes is integrative in its scope and includes theoretical and applied studies on language, literature and English teaching, with emphasis on cross-cultural perspectives and identities. The journal provides recent research, critical and evaluative papers, and reviews from Africa, Asia, Europe, Oceania and the Americas. Thematic special issues and colloquia appear regularly. Special sections such as ''Comments / Replies'' and ''Forum'' promote open discussions and debate.
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