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.