Change search
ReferencesLink to record
Permanent link

Direct link
The presence and roles of English in Swedish print advertising: an exploratory study
Stockholm University, Faculty of Humanities, Department of English.
(English)In: Nordic Journal of English Studies, ISSN 1502-7694Article in journal (Refereed) Submitted
Abstract [en]

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.

Keyword [en]
ESP, attitudes, English, Sweden, advertising
National Category
Specific Languages
Research subject
Linguistics; English
URN: urn:nbn:se:su:diva-78967OAI: diva2:546016
Available from: 2012-08-22 Created: 2012-08-22 Last updated: 2012-08-22

Open Access in DiVA

No full text

By organisation
Department of English
In the same journal
Nordic Journal of English Studies
Specific Languages

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 54 hits
ReferencesLink to record
Permanent link

Direct link