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English in Finnish Women’s Magazine Advertisements: A Study Considering the Role of Target Audience Age Groups in Advertising Language
Dalarna University, School of Humanities and Media Studies, English.
2020 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The rise of English as a global language has led the language to become a common tool in international advertising. This study attempts to examine how English is most often used in Finnish women’s magazine advertisements, as well as whether English is manifested differently depending on the target audience’s age. The data is collected from eighteen 2019 issues of three Finnish women’s magazines with different target audiences (Demi 13-19 years, Me Naiset 25-44 years, ET over 50 years). The advertisements are considered both as complete units by themselves and as units divided into 15 components, and the usage of English either by itself or with Finnish is identified with the help of three dictionaries. The findings show that, even though all three magazines had more advertisements including than excluding English, there is a decrease in the amount of English the older the target audience is. Examining them at the component level, English is mainly used for predetermined factors (e.g., product names) rather than optional ones (e.g., headlines). All the magazines used English more by itself than combined with Finnish at the component level. These results indicate that English is mainly used for stylistic and symbolic rather than informative value. The results also suggest that younger Finnish women are exposed to English not only to a greater extent but also in more diverse ways than the older ones.

Place, publisher, year, edition, pages
2020.
Keywords [en]
Global English, advertising language, women’s magazines, Finnish, age
National Category
Languages and Literature
Identifiers
URN: urn:nbn:se:du-34599OAI: oai:DiVA.org:du-34599DiVA, id: diva2:1454912
Available from: 2020-07-21 Created: 2020-07-21

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
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
  • rtf