An Analysis Of How Socio Demographic Variables Affect The Perception Of English In German Advertising

Author : Henry Quevedo
Publisher : GRIN Verlag
Page : 54 pages
File Size : 40,8 Mb
Release : 2019-04-10
Category : Literary Collections
ISBN : 9783668921498

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An Analysis of How Socio-demographic Variables Affect the Perception of English in German Advertising by Henry Quevedo Pdf

Bachelor Thesis from the year 2018 in the subject English Language and Literature Studies - Linguistics, grade: 2,0, University of Würzburg (Neuphilologisches Institut – Anglistik und Amerikanistik), course: Bachelorarbeit, language: English, abstract: The research question of this thesis is how sociodemographic variables affect the perception of English in German Advertising. "English seems to be surrounded by an aura that the German language is apparently missing". With regard to advertising in Germany, it becomes difficult to disagree with this statement by Schlüter. For several decades anglicisms and English expressions have been used for promotional purposes in television-, print-, and online-advertising. "Professional Hair Care for you", "Powered by Emotion" and "Driven by Instinct" are only a few of the many popular slogans in Germany. The "aura" has been utilized by companies in multiple industries for many years resulting in a consistent growth in the number of anglicisms and English expressions used in the past. This quantitative increase has been exhibited by many researchers, most notably by Schütte. She concluded that from 1951 until 1991 the amount of anglicisms in the slogans, headlines and continuous texts of her corpus of print advertisements grew by over 400%. In her corpus Slogans featured an especially high increase of anglicisms, growing from 5 in 1951 to 153 in 1991. Meder came to similar realization, denoting a great increase of anglicisms used in selected German men’s and women’s magazines in the years 1983, 1993 and 2003. This trend of anglicisms and English expressions being incorporated into the German language – and also advertising – is presumed to continue with the number of expressions deriving from the English language increasing. Hence, the quantitative presence of the English language in German advertising is virtually undeniable. However, advertising is a form of communication in which the advertiser’s objective is to generate a certain attitude within the recipient towards the advertising object. Thus, it is of substantial value to understand who perceives advertising containing English in the way the advertiser wishes it to be perceived. Past studies that have dealt with the perception of English and anglicisms in advertising oftentimes merely focused on the factor of comprehension. Researchers concluded that the positive perception of English correlated with the person’s command of English. Hence, the question remains who perceives the "aura" of the English language in advertising and which variables influence their respective perception.

Author : Alexander Nogolica
Publisher : Diplomarbeiten Agentur
Page : 129 pages
File Size : 52,8 Mb
Release : 2012-02-01
Category : Business & Economics
ISBN : 9783842828483

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An Analysis on the Public Perception of the Tobacco Industry's Corporate Social Responsibility (CSR) Marketing Communications by Alexander Nogolica Pdf

Inhaltsangabe:Introduction: Tobacco companies strive for the status of good corporate citizens. However, they need to accept that they are fighting on a different legitimacy battlefield: they practice CSR for the mere right to exist. (Palazzo & Richter, 2005) When scanning the trends within the business environment throughout the past decade, a concept that has gained much attention is the increasing involvement of companies in Corporate Social Responsibility (CSR). Companies started to increasingly address and demonstrate their commitment to CSR, yet many businesses struggle with this effort (Lindgreen & Swaen, 2010). More than ever before, corporations are investing a tremendous amount of resources in various social and environmental initiatives (Du et al., 2010). This trend illustrates that nearly 90% of all current Fortune 500 companies explicitly address CSR initiatives and there is an increasing number of companies that report and communicate their CSR involvement (Kotler & Lee, 2005; Crane et al., 2009). CSR as an academic theory and business tool has emerged as a consequence of corporate scandals due to an increasing number of unsafe products, environmental pollution, accounting frauds etc, and brought forward by transnational corporations realization to account for and redress their adverse impact on society (Hirschorn, 2004). Another driving force for companies CSR engagement is the increasing interest of the public in knowing what company stands behind the products and brands they market, using this knowledge to reward good and punish bad companies (Bowd and Harris, 2006). In a research conducted by Cone (2007), 87% of American consumers are likely to prefer a brand that is linked with a good cause (Du et al., 2010), which implies a common need for companies to address and communicate CSR related initiatives. Whereas many companies rely on proactive CSR communication, for instance cause related marketing strategies such as Krombacher Beer s Klimaschutz Projekt, or CSR integrated advertising messages like BP or EON, a great number of companies trust in a more inward CSR communication through e.g. its corporate websites with the focus to inform mainly non-governmental organisations (NGO s) or other specific stakeholder groups (Hirschland, 2005). This divergence with respect to approaches and adapting CSR communication appears to arise from a perceived sensitiveness of the CSR issue as well as a general ambiguity and lack of [...]

Author : Kerstin Holz
Publisher : GRIN Verlag
Page : 113 pages
File Size : 54,5 Mb
Release : 2007-08
Category : Advertising
ISBN : 9783638688895

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United Colours - United Opinions - United Cultures: Are Consumer Responses to Shock Advertising Affected by Culture? - A Case Study on Benetton Campaigns Under Oliviero Toscani Examining German and English Responses by Kerstin Holz Pdf

Bachelor Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: First class, University of Birmingham, 55 entries in the bibliography, language: English, comment: This thesis analyses the impact of culture on the perception of advertising. I chose to compare and contrast English and German repsonses to Benetton campaigns under Toscani. The research process included secondary research as well as primary research. Primary research consisted of focus groups in both countries as well as questionnaires. Chi-square anlaysis was used as one method of analysing the gather data next to content analysis., abstract: This research aimed to show whether responses to shock advertising campaigns are influenced by culture The aim and objectives for this research included to analyse the techniques and impact of shock advertising, evaluate the cultural characteristics of Germany and England in relation to the perception of advertising, analyse the impact of four selected campaigns on Benetton's financial performance and to critically evaluate the extent to which culture influences the acceptance of shock advertising through focus groups/questionnaires. The gathered data from questionnaires and focus groups was then compared and contrasted against the findings from secondary sources as well as against each other. The comparison of the three types of research showed that differences between both cultures exist. Both countries have different approaches towards the Benetton campaigns: Germany strategically and England emotionally. This does not necessarily mean they respond differently to them, although research has shown that, as opposed to data gathered in the secondary literature, Germany responded more tolerantly and openly to the campaigns than expected, whereas England, expected according to the secondary literature to understand advertising based on creativity, did just the opposite. Th

Author : Claudia Stehr
Publisher : GRIN Verlag
Page : 27 pages
File Size : 55,8 Mb
Release : 2007-05-13
Category : Literary Collections
ISBN : 9783638783613

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The importance and influence of anglicisms in german language and audio-visual advertising by Claudia Stehr Pdf

Seminar paper from the year 2002 in the subject English Language and Literature Studies - Linguistics, grade: 1,3, Technical University of Braunschweig (Englisches Seminar), course: Language in Advertisment, language: English, abstract: Language is not stable, it is a communication system used by human beings. As people and the environment they live in change and develop, it is natural for language to change and to get influenced, as well. The amount of English words in the German language increased highly since 1945 and especially since advertising plays an important role in our society. After the second World War the connection between Germany and the Western world got stronger and more intensive than it had been before. Especially the areas media, literature, music and theatre, but also politics, sports and economy have very high influences on the growing use of English words in German language. The German Academy of Language in Berlin says that no more than five per cent lexical amount of anglicisms are existing in the German language. That, indeed, is not much, but this does not propose anything about how often these words are used in the every-day language. There are no concrete guidelines or laws about the usage of Anglicisms, and advertising agencies tend to plead that they only orientate on those English words which are already used by Germans. This has to be doubted thinking that the words mail express logistics finance, Stimulating Facial Freshener, or Concentrated Line Smoother are not always understood directly nor by many Germans. But the understanding of Anglicisms will not be the subject of this paper. In my research paper I want to point out which influence the English language has on the language of advertising and how anglicisms are seen in our society. I refer to the audio-visual media (TV-advertisement) and try to conclude about the importance and influence of Anglicisms in general. In this paper the term Anglicism stands for English and American borrowings, as well. To supply evidence for my thesis I give and analyse a few examples of advertising spots from the German channel ARD, and I also present my results of a questionnaire about “Anglicisms in the German language” which was filled in by 60 Germans. At the beginning I want to go into the terms “anglicism”, “language of advertising” and I point out the most important reasons for the usage of Anglicisms, to give the reader a clear view in which way these terms have to be looked at and dealt with in this paper.

Author : International Labour Office. Central Library and Documentation Branch
Publisher : Unknown
Page : 956 pages
File Size : 51,6 Mb
Release : 2000
Category : Labor
ISBN : CUB:U183016117043

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International Labour Documentation by International Labour Office. Central Library and Documentation Branch Pdf

Author : Anonim
Publisher : Unknown
Page : 634 pages
File Size : 52,8 Mb
Release : 2001
Category : Language and languages
ISBN : UOM:39015079919349

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Linguistics and Language Behavior Abstracts by Anonim Pdf

Author : Leo P. Chall
Publisher : Unknown
Page : 768 pages
File Size : 52,6 Mb
Release : 1999
Category : Sociology
ISBN : UOM:39015078349225

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Sociological Abstracts by Leo P. Chall Pdf

CSA Sociological Abstracts abstracts and indexes the international literature in sociology and related disciplines in the social and behavioral sciences. The database provides abstracts of journal articles and citations to book reviews drawn from over 1,800+ serials publications, and also provides abstracts of books, book chapters, dissertations, and conference papers.

Author : Anonim
Publisher : Unknown
Page : 590 pages
File Size : 46,5 Mb
Release : 1988
Category : Dissertations, Academic
ISBN : STANFORD:36105011676298

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Dissertation Abstracts International by Anonim Pdf

Author : Wayne A. Danielson
Publisher : Unknown
Page : 428 pages
File Size : 48,7 Mb
Release : 1967
Category : Communication
ISBN : STANFORD:36105041688248

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A Computerized Bibliography of Mass Communication Research, 1944-1964 by Wayne A. Danielson Pdf

Author : Anonim
Publisher : Unknown
Page : 372 pages
File Size : 47,9 Mb
Release : 1998
Category : Education
ISBN : PSU:000052067020

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Resources in Education by Anonim Pdf

Author : Raymond Hickey
Publisher : Cambridge University Press
Page : 437 pages
File Size : 51,5 Mb
Release : 2019-12-05
Category : Foreign Language Study
ISBN : 9781108488099

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English in the German-speaking World by Raymond Hickey Pdf

A collection of studies on the role of English in German-speaking countries, covering a broad range of topics.

Author : Anonim
Publisher : Unknown
Page : 852 pages
File Size : 43,7 Mb
Release : 1982
Category : Language and languages
ISBN : UCSC:32106018952587

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Language and Language Behavior Abstracts by Anonim Pdf

Author : Library of Congress. Copyright Office
Publisher : Copyright Office, Library of Congress
Page : 1898 pages
File Size : 44,7 Mb
Release : 1979
Category : Copyright
ISBN : STANFORD:36105119498413

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Catalog of Copyright Entries. Third Series by Library of Congress. Copyright Office Pdf

Author : United States. Bureau of the Census. Foreign Demographic Analysis Division,United States. Bureau of the Census
Publisher : Unknown
Page : 160 pages
File Size : 55,7 Mb
Release : 1965
Category : Social sciences
ISBN : MINN:31951D038874416

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Bibliography of Social Science Periodicals and Monograph Series by United States. Bureau of the Census. Foreign Demographic Analysis Division,United States. Bureau of the Census Pdf

Author : Marcel Mazur
Publisher : GRIN Verlag
Page : 258 pages
File Size : 45,8 Mb
Release : 2011-06-29
Category : Business & Economics
ISBN : 9783640947065

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Impacts of Interdependencies between Strategies on an Individual's Increase in Relative Status - An Exploratory Study by Marcel Mazur Pdf

Master's Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, ESCP Europe Business School - Campus London (Institut für Marketing), course: Konsumentenverhalten, language: English, abstract: PURPOSE: The various efforts of individuals to raise their status as recognised by others have previously been understood as measures independent from one another. This thesis critically questions this rigid perspective and points out reasons that would lead one to conclude interdependencies between the individual measures. The thesis points out that individuals use the interdependent measures in a strategic way depending on their economic (e.g. income, property) and social (e.g. education, upbringing) circumstances and combine them with one another according to certain criteria in order to raise their relative status advantage vis-à-vis others. FINDINGS: The results of the study show that individuals use various combinations of strategies to raise their status depending on their economic and social circumstances. The results were applied to the model of Pierre Bourdieu (1984) with a differentiation between economic and cultural capital. The differentiation between directly existing and externally signalled economic and cultural capital at times showed significant differences. The individuals, depending on the reference group, their existing status norms as well as their demographic circumstances, signalise the strategy used to a varying degree. The predominant norms in the various reference groups prompt individuals to signalise strategies to promote their status externally to a varying degree. Since status is a relative construct, individuals can only raise their status through strategies that they also signalise externally. Based on these findings, various clusters were defined that individuals, depending on their directly existing capital in the sense of Bourdieu, allocate to the specific situation. With the integration of the twelve defined strategies into Bourdieu's model, it becomes clear that individuals, depending on their economic and cultural capital, select from a certain set of strategies to increase their status. The defined strategies were classified into short-term strategies with no influence on the existing economic and cultural capital as well as into long-term strategies with an influence on the existing economic and cultural capital. This helps to transform Bourdieu's model from a static, situation-specific model into a dynamic, cross-situation model.