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Less is more?: The Use of English in Swedish Women's Magazines' Advertising
University West, Department of Social and Behavioural Studies, Division for Educational Science and Languages.
2014 (English)Independent thesis Basic level (professional degree), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

With the status of being a global language English has a rather big influence on other languages. The present study investigates the frequency of English in Swedish lifestyle magazines' advertising and discusses why, how and in what contexts code-switching into English occurs. The method used is a qualitative and a quantitative perspective. Four of the biggest magazines in Sweden with female target groups are examined to investigate the frequency of code-switching into English. The magazines are

Frida, Veckorevyn, Amelia and M-Magasin. The magazines represent women of different age groups which made it possible to see if there are any variations in the use of English between these. English is often seen as a language of the young people in Sweden, but as the results show, English is used in all these age groups. It was found that over half of all the analysed advertisements use English to some extent. The results were divided into five different contexts where English is used in Swedish advertising. The findings were discussed in relation to the age perspective and they show that it is possible to distinguish differences between age groups. Considering the fact that influence from the English language is an on-going process and as this study shows that half of the analysed advertisements use English to some extent, this subject clearly enables for further research

Place, publisher, year, edition, pages
2014. , p. 35
Keywords [en]
language use, age-related variation, age group, English, Swedish, advertising, advertisements, code-switching, female, magazine
National Category
Didactics Educational Sciences
Identifiers
URN: urn:nbn:se:hv:diva-6884Local ID: EXE600OAI: oai:DiVA.org:hv-6884DiVA, id: diva2:757117
Subject / course
Svenska
Educational program
Teacher Traning Programme
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Available from: 2014-10-30 Created: 2014-10-21 Last updated: 2014-10-30Bibliographically approved

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Citation style
  • apa
  • ieee
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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