The use of foreign languages in Saudi television advertisements

ABSTRACT

This study analysed the language used as the medium of communication in 114 Saudi Arabian television advertisements and found that 46% used a foreign language and 54% used Arabic exclusively. The foreign language most used was English, and a link was established between English and connotations of prestige, modernity, and its position as a global language. Italian was also used to some extent. The study explored the concept of language contact and how language is ‘commodified’ to increase consumption.

Disclosure statement

No potential conflict of interest was reported by the author(s).