A study of the use of English and other languages in TV….pdfVIP

A study of the use of English and other languages in TV-commercials in Sweden En studie om användandet av engelska och andra språk i tv-reklam i Sverige Susanne Lepp Faculty of Arts and Social Sciences Department of Language, Literature and Intercultural Studies English III: Degree Project 15hp Supervisor: Solveig Granath Examiner: Michael Wherrity Spring 2013 Title: A study of the use of English and other languages in TV-commercials in Sweden Titel på svenska: En studie om användandet av engelska och andra språk i tv-reklam i Sverige Author: Susanne Lepp Pages: 30 Abstract This investigation is about the English language in Swedish TV-commercials. The investigation shows that there are commercials in Sweden that involve other languages than Swedish. The languages found in this study apart from Swedish were English, Italian and German. The results show that the most common language was Swedish, which was used in 405 (96.4%) of the 420 commercial spots of which the data consists. In 57.6% of the commercials Swedish was the only language that was used compared to the 3.6% spots which only included English. Swedish was used together with English, Italian or German in 159 commercials. There were 168 ads which contained some form of English, as the only language or together with Swedish. The results show that there was no major difference regarding the time when the commercials containing only Swedish were broadcast. The same conclusion could be drawn for the commercials which contained Swedish together with English. The commercials which only included English were broadcast most frequently in the morning and at night. In conclusion, Swedish was the language used to the greatest extent. Furthermore, English appeared in n