This paper reports on a quantitative investigation into the occurrence of English in product advertisements in Dutch-speaking Belgium, French-speaking Belgium, France, Germany, the Netherlands and Spain. For each country six issues of Elle in 2004 were collected and all ads of half a page or larger were analyzed, for a total of 2,384 different ads. More than two-thirds of those ads contained one or more English words. The actual occurrence of English was low, since 90 per cent of the ads with English were partly in English and partly in the local language, and only 13 per cent of the total amount of the text in those ads was in English. English was especially used for advertising products that can be associated with modernity. Our results regarding the amount of English used and the position of English in the ad do not completely corroborate those of other studies. This could indicate an increase in the use of English in product ads, but it could also be due to the fact that we applied a different research method than had been previously used. The countries we investigated differ considerably in the amount of English used. These differences shed new light on earlier theoretical studies that have compared European countries on the use and status of English.

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Although English has been shown to be the most frequently used foreign language in product advertisements in countries where it is not the native language, little is known about its effects. This article examines the response to advertisements in English compared to the response to the same ad in the local language in Western Europe on members of the target group for which the ad was intended: 715 young, highly educated female consumers. The use of English in a product ad does not appear to have any impact on image and price of the product, but it does affect text comprehension: the meaning of almost 40% of the English phrases was not understood. These results were the same for all countries involved in the study, irrespective of whether the respondents' (self-) reported proficiency in English is high or low.

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