English‐Language Advertising in Europe

Abstract

Research on advertising in Europe referring to the world Englishes framework has focused on the characteristics of English as it is used in different advertising genres in Europe, as well as on the attitudes that are held towards it, and the impact that its inclusion may have. It has included corpus studies that look at the incorporation of English into specific genres in different national or regional contexts, as well as experimental studies that have asked respondents to self‐report on their response to that English. Scholars have investigated television and radio commercials, print advertising and job advertisements, and studies have been carried out across the continent, from the Republic of Ireland in the West, to Russia in the East. This research identifies a number of shifts in the sociolinguistic landscape that are reflected in the ways in which English has been included in European advertising over the past two decades