English in Hungarian advertising

Abstract

ABSTRACT: 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.

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