Exploring English in TV product advertising for Dutch?speaking children

In the context of global English, children are an interesting target group both from a marketing and linguistic perspective, yet use English in advertising for has so far received little research attention. Investigating corpus 3566 free morphemes (smallest independent elements) 98 TV product advertisements aimed at Dutch-speaking Flanders, Belgium, this study addresses methodological question what counts as ‘English’ before inquiring into: (1) overall amount English; (2) which parts adverts susceptible to (3) types used. Results show 80% contain but accounts only 13% total adverts. 70% or company name, suggests that even language, is limited specific functions Belgian context.