The presence and roles of English in Swedish print advertising: an exploratory study
(English)In: Nordic Journal of English Studies, ISSN 1502-7694Article in journal (Refereed) Submitted
Despite the ubiquity of English in the Nordic societies, little attention has been paid to the presence of English in advertising texts. Thus, the present study aims at surveying the reality of the use of English in Swedish print advertising. A sample of Swedish magazine advertisements targeted at different audiences is analysed in two phases: a quantitative account of the actual presence of English in the sampled texts; and a qualitative exploration of its purposes, audiences, and functions. The findings shed some light on the groups most likely to be targeted in English, as well as the significance of English in Swedish press advertising in terms of presence, purpose, and users.
ESP, attitudes, English, Sweden, advertising
Research subject Linguistics; English
IdentifiersURN: urn:nbn:se:su:diva-78967OAI: oai:DiVA.org:su-78967DiVA: diva2:546016