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

中文翻译：

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探索荷兰语儿童电视产品广告中的英语

在全球英语的背景下，从营销和语言的角度来看，儿童都是一个有趣的目标群体，但迄今为止，英语在儿童广告中的使用很少受到研究关注。这项研究在 98 个针对比利时佛兰德斯荷兰语儿童的电视产品广告中，对包含 3566 个自由语素（最小的独立语言元素）的语料库中的英语进行了调查，在调查之前解决了什么才算是“英语”的方法论问题：（1 ) 英语总量；(2) 广告的哪些部分可以使用英语；(3) 使用的英语类型。结果显示，80%的广告包含英语，但英语仅占广告中自由语素总数的13%。70% 的广告在产品或公司名称中包含英语，这表明即使在广告语言中，英语的使用也仅限于比利时荷兰语环境中的特定功能。