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ABSTRACT
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.
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