1 Bilingual Advertising in Metro Manila Media Sergey B. Klimenko 1. Introduction The present paper focuses on advertising in Metro Manila media and reasons underlying the language choice in it. In view of the Tagalog-English bilingual situation, the language choice may vary from straight English or English with minor Tagalog elements to Tagalog-English code-switching or pure Tagalog. The study presents only the inceptive stage of the research, since the data gathered so far is limited to 127 advertisements. The main objective of the study is to reveal social attitudes towards the Tagalog and English languages in their usage in advertising. 2. The Role of English in the Global Advertising The English language being the language of the international communication (scientific, economic, commercial, diplomatic, etc.) and globalization, an interesting phenomenon of English being introduced in advertising all over the world has become widespread by the end of the XX century and is still coming into force. Advertisers and marketers around the world "consciously or unconsciously" opt for English-local language(s) bilingualism as an advertising strategy that is still becoming more and more widespread (Bhatia 2006: 603). Trends in global advertising show that there are several ways in which English (or foreign varieties of English) can be introduced in the language of advertisements in a given country: mixing of world Englishes and mixing of world English accents (occurring in the countries of the so called Inner Circle of world Englishes – UK, USA, - under the approach developed by Braj Kachru), mixing of English with non-Roman scripts (occurring in such countries as Korea (the Hangul system of writing), Japan (Katakana), India (Devanagari, Gurmukhi), Arabic-speaking countries (Arabic), Russia (Cyrillic), belonging both to the Outer and Expanding Circles), and mixing of English with other languages (where, among the others, the Philippine case belongs) (Bhatia 2006: 605). In the non-English-speaking world, English seems to be the most favored language of product and company naming (Bhatia 2006: 606). However, English is not limited just by that, since it has access to almost all the domains of advertisements, which can be surprising taking into account that many countries where the said phenomenon takes place are monolingual. One third of Dutch television commercials are reported to contain English words (Gerritsen, Marinel, Korzilius, Hubert, van Meurs, Frank, and Gijbers, Inge. 2000. English in Dutch commercials: Not understood and not appreciated. In Journal of Advertising Research, July—August, 17-31); 73.4% percent of German advertisements contain some other language apart from German, with English scoring 70% (Piller 2006: 157-158); English encroaches even domains where other major world languages have been known for holding supremacy: in French television commercials and print ads – including those related to cosmetic and beauty products, - English is widely used (Martin, Elizabeth. 1998. Code-mixing and Imaging of America in France: The genre of advertising. PhD dissertation, University of Illinois at Urbana-Champaign; Martin, Elizabeth. 1999. The politics of English in France: Creative strategies for using