Say Gesundheit to the Bagel-eating Paparazzi: The role of borrowings in Super Bowl commercials

The paper explores the role of borrowings in Super Bowl commercials in the years 2019–2023 on the example of loanwords from seventeen languages in American English. Data analysis shows five distinctive topic categories according to the roles the borrowings play in the commercials studied. The analysis determines four main roles that fall into two categories: code-switching and intentional use of borrowings. It is possible to distinguish the borrowings used either intentionally or unintentionally within the code-switching category, and borrowings oriented towards either the audience or product within the intentional category. The results demonstrate the general applicability of the code-switching category and high dependability on the context in terms of intentionality. There is a marked tendency for product-oriented borrowings within the intentional category. The intentional category is usually not applicable in the case of lexemes with native counterparts or technical terminology.