PT  - JOURNAL ARTICLE
AU  - Marinel Gerritsen
AU  - Hubert Korzilius
AU  - Frank van Meurs
AU  - Inge Gijsbers
TI  - English in Dutch Commercials: Not Understood and Not Appreciated
AID  - 10.2501/JAR-40-4-17-31
DP  - 2000 Jul 01
TA  - Journal of Advertising Research
PG  - 17--31
VI  - 40
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/40/4/17.short
4100  - http://www.journalofadvertisingresearch.com/content/40/4/17.full
SO  - J Advert Res2000 Jul 01; 40
AB  - Advertising agencies are increasingly using English in Dutch commercials because of financial and image reasons. This paper investigates how often commercials that contain English occur and the extent to which they are understood. It shows that one third of Dutch commercials contain English words and phrases that are announced using a Dutch accent based on the American-English model. It further shows that consumers display a rather negative attitude towards the English used in the commercials and that only one third was able to give a rough indication of its meaning.