ANGLICISMS IN SPANISH MARKETING SPECIALISED PRESS

The extensive use of anglicisms across languages and fields has been widely studied. However, the field of marketing has not received as much attention from linguists as other disciplines. Therefore, this paper aims to verify the prevalence of anglicisms in specialised Spanish marketing texts by analysing 250 articles extracted from the digital magazine PuroMarketing published between 2018 and 2022 (inclusive). The methodology involves classifying the 913 detected anglicisms based on their associative field, type, annual frequency, adaptation to the Spanish linguistic system, and whether they fill a lexical gap in the recipient language. The analysis includes the impact of the Covid-19 state of emergency on marketing discourse during this period. The findings reveal a growing trend in the use of anglicisms, especially in the fields of technology, digital marketing, and advertising, except for 2020 during the pandemic, which witnessed a shift in both usage trends and dominant associative fields. The study also shows that the prevalent cases are raw anglicisms with potential equivalents in the recipient language, addressing broader functions beyond purely linguistic concerns. This entails pedagogical implications for English for Specific Purposes (ESP) courses concerning the use of authentic materials and vocabulary acquisition.