English in Hungarian advertising  

Oleh:

PETERY, DOROTTYA

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: World Englishes (Full Text) vol. 30 no. 1 (Mar. 2011), page 21-40.
Fulltext: p. 21-40.pdf (212.59KB)

Isi artikel

This study investigates the construction of linguistic modernity via English mixing in the discourse of Hungarian television commercials. By identifying the group of commercials as a special discourse, it explores the creation of a modern identity attached to the presence of Anglicized items in the texts of the advertisements. Thirty-two hours of commercials were video-taped in Budapest, Hungary, during weekly prime time in February 2008. A total of 208 advertising spots were analysed. The findings suggest that mixing English with Hungarian is a linguistic mechanism for the establishment of the idea of modernity in contemporary Hungary. It is argued that the use of English is a central linguistic expression of modernity, while the absence of English is linguistically associated with tradition._lib.atmajaya

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