Anglicisms In German Advertising Slogans

Author : Anna Theresa Wendel
Publisher : GRIN Verlag
Page : 18 pages
File Size : 46,5 Mb
Release : 2014-08-26
Category : Literary Collections
ISBN : 9783656730057

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Anglicisms in German Advertising Slogans by Anna Theresa Wendel Pdf

Seminar paper from the year 2013 in the subject English Language and Literature Studies - Linguistics, grade: 1,0, University of Trier, language: English, abstract: For quite some time, advertising is a gateway for anglicisms into the German language. The VDS (Verein Deutscher Sprache/ Association of German Language) also shares this opinion. They say that the main transmitters for anglicisms in Germany are the mass media and the advertising and entertaining industry. Although anglicisms belong to the most explored aspects of advertising language, there haven’t been many empirical studies yet. Their proportion in a temporal comparative and in connection with various product groups is rarely studied in the German-speaking area. Especially the researches of Dagmar Schütte and the database slogans.de offer a basis to investigate these questions. In this paper, it will be mainly referred to slogans since they appear in every kind of media and because they are the main representatives of the trends in the advertising language. First the evaluation of Schütte (1996), which reaches until 1991, should be checked. Then it should be examined whether the increase of English slogans continues onwards in the 1990s and the 2000s. Furthermore the sectoral distribution of English slogans will be analyzed. In order to provide a prospect to the future, this work will also contain a chapter about the new language trend in German advertising. Schütte defines an anglicism as a linguistic sign, consisting wholly or partly of English morphemes, regardless of whether it is connected to a common meaning in the English language usage or not. In the following, this definition is adopted, what means that the term anglicism is generally an English coined word or expression.

Author : Claudia Stehr
Publisher : GRIN Verlag
Page : 27 pages
File Size : 48,5 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 : Helen von Diergardt
Publisher : GRIN Verlag
Page : 60 pages
File Size : 43,6 Mb
Release : 2018-09-11
Category : Foreign Language Study
ISBN : 9783668795198

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To what extent are Anglicisms essential in German print advertisements? by Helen von Diergardt Pdf

Bachelor Thesis from the year 2018 in the subject Communications - Specialized communication, grade: 1,0, Vienna University of Economics and Business (Department for Foreign Languages), language: English, abstract: This thesis analyses both the omnipresence and importance of both Anglicisms in advertisement by assessing their extent for essentiality for German print advertisements. The fashion and lifestyle magazine InStyle was chosen as a representative in order to analyse the number of Anglicisms and their effects on the reader. The first section will deal with the influence of the English language on the German by defining the most critical terminology, analysing the history of the English language in Germany and how it became so influential.

Author : Henry Quevedo
Publisher : GRIN Verlag
Page : 54 pages
File Size : 47,6 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 : Sebastian Knospe,Alexander Onysko,Maik Goth
Publisher : Walter de Gruyter GmbH & Co KG
Page : 406 pages
File Size : 45,8 Mb
Release : 2016-09-26
Category : Language Arts & Disciplines
ISBN : 9783110463477

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Crossing Languages to Play with Words by Sebastian Knospe,Alexander Onysko,Maik Goth Pdf

Wordplay involving several linguistic codes is an important modality of ludic language. This volume offers a multidisciplinary approach to the topic, discussing examples from different epochs, genres, and communicative situations. The contributions illustrate the multi-dimensionality, linguistic make-up, and the special interactive potential of wordplay across linguistic and cultural boundaries, including the challenging practice of translation.

Author : Anonim
Publisher : Hueber Verlag
Page : 118 pages
File Size : 51,9 Mb
Release : 2010
Category : German language
ISBN : 9783194518544

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Schritte international by Anonim Pdf

Author : Georg Rehm,Hans Uszkoreit
Publisher : Springer Science & Business Media
Page : 86 pages
File Size : 53,7 Mb
Release : 2012-08-28
Category : Computers
ISBN : 9783642271663

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The German Language in the Digital Age by Georg Rehm,Hans Uszkoreit Pdf

This white paper is part of a series that promotes knowledge about language technology and its potential. It addresses educators, journalists, politicians, language communities and others. The availability and use of language technology in Europe varies between languages. Consequently, the actions that are required to further support research and development of language technologies also differ for each language. The required actions depend on many factors, such as the complexity of a given language and the size of its community. META-NET, a Network of Excellence funded by the European Commission, has conducted an analysis of current language resources and technologies. This analysis focused on the 23 official European languages as well as other important national and regional languages in Europe. The results of this analysis suggest that there are many significant research gaps for each language. A more detailed expert analysis and assessment of the current situation will help maximise the impact of additional research and minimize any risks. META-NET consists of 54 research centres from 33 countries that are working with stakeholders from commercial businesses, government agencies, industry, research organisations, software companies, technology providers and European universities. Together, they are creating a common technology vision while developing a strategic research agenda that shows how language technology applications can address any research gaps by 2020.

Author : Alexander Onysko
Publisher : Walter de Gruyter
Page : 400 pages
File Size : 47,6 Mb
Release : 2007
Category : Foreign Language Study
ISBN : 3110199467

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Anglicisms in German by Alexander Onysko Pdf

Offers a detailed account of the influence of English in German based on a large scale corpus analysis of the newsmagazine "Der Spiegel". This book presents a study that is structured into three parts, each of which deals with fundamental questions and as of yet unsolved and disputed issues in the domain of anglicism research and language contact.

Author : Raymond Hickey
Publisher : Cambridge University Press
Page : 437 pages
File Size : 49,6 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 : Jos Hornikx,Frank van Meurs
Publisher : Springer Nature
Page : 263 pages
File Size : 52,7 Mb
Release : 2019-12-17
Category : Language Arts & Disciplines
ISBN : 9783030316914

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Foreign Languages in Advertising by Jos Hornikx,Frank van Meurs Pdf

This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.

Author : Tatjana Kennedy
Publisher : Anchor Academic Publishing (aap_verlag)
Page : 45 pages
File Size : 45,5 Mb
Release : 2014
Category : Language Arts & Disciplines
ISBN : 9783954892082

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Anglicism Usage in German Political Language: Anglicism Usage in German Political Language by Tatjana Kennedy Pdf

Every four years on Election Day, German citizens make their way to the ballot boxes to vote for the political party and candidate they would favour entering the government. What these voters are not aware of, is that whether their choice has resulted from political conviction or not, the set of political attitudes that found their favour is the result of a complex communication strategy the individual party’s carried out long beforehand. Simply put: through political language, parties exercise power. This study looks at the mechanisms behind the communication strategy the Greens (BÜNDNIS90/DIE GRÜNEN) carried out. It focusses hereby on the language shown in their election manifesto of 2009, specifically analysing the many Anglicisms used. With this, the study gives a theoretical and empirical approach to the question what role the English Language plays in the political Language of German politics, particularly German Green politics.

Author : Marc O. Rathmann
Publisher : Unknown
Page : 292 pages
File Size : 48,8 Mb
Release : 2006
Category : English language
ISBN : MSU:31293028454928

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The Influence of English on German Business Language a Corpus-based Study of the Use of Anglicisms in the German Business Press by Marc O. Rathmann Pdf

Author : Stefaan Slembrouck,Miriam Taverniers,Mieke van Herreweghe
Publisher : Academia Press
Page : 499 pages
File Size : 43,7 Mb
Release : 2009
Category : Linguistics
ISBN : 9789038214962

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From Will to Well by Stefaan Slembrouck,Miriam Taverniers,Mieke van Herreweghe Pdf

Author : Tatiana G. Klikushina
Publisher : Cambridge Scholars Publishing
Page : 401 pages
File Size : 41,6 Mb
Release : 2014-06-26
Category : Language Arts & Disciplines
ISBN : 9781443862486

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Collected Articles of the 3rd International Linguistics Conference (Taganrog, Russia) by Tatiana G. Klikushina Pdf

This book is a collection of articles in English, German and French which were presented at the 3rd International Linguistics Conference on the Questions of the Theory of the Language and Methodology of Teaching Foreign Languages in Taganrog, Russia. The conference gathered many scholars, both experienced and young, from Belarus, Ukraine, Poland, Uzbekistan, Germany, Spain, Italy, Iran, Jordan, Malaysia, Greece, India, Turkey, Algeria, the Netherlands and Albania; and from the cities of Russia: namely, Moscow, St. Petersburg, Belgorod, Tambov, Volgograd, Saratov, Rostov-on-Don, Krasnodar, and Stavropol. Great attention is paid in this volume to the functioning of different levels of linguistic units and categories of speech with regard to the factors of intra- and cross-cultural communication and pragmatics of speech. The theory of language and speech is represented not only in synchrony, but in diachrony as well in the comparative and typological aspects of the material of languages from different cultural groups, including non-literate languages, such as the Ket language. The ideas of “internal” and “external” forms of the word, and “deep” and “surface” structures of the language are also examined in this volume. A further subject of discussion here is the problem of translation, and the relation of language and speech, text and discourse. The study of the problem of language and speech in comparative terms, and in the treatment of a variety of modern trends in linguistics, gives the picture of a universal mechanism for mainstreaming as the process of translating the word of the language in question. This volume represents some of the most interesting and important ideas and researches in the field of linguistics. The book consists of six parts: namely, theoretical linguistics; lexicology; text; pragmatics; ethnolinguistics and translation; and language teaching methods. This collection of essays will be of great interest to scholars in the fields of philology, linguistics, culture and humanities, and will be of particular interest to philologists, linguists, specialists in studying culture, students and postgraduate students majoring in the humanities, as well as those interested in issues of language, culture and language teaching methods.

Author : Manfred Görlach
Publisher : OUP Oxford
Page : 274 pages
File Size : 47,9 Mb
Release : 2002-05-09
Category : Language Arts & Disciplines
ISBN : 9780191583476

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An Annotated Bibliography of European Anglicisms by Manfred Görlach Pdf

This companion volume to the Dictionary of European Anglicisms and English in Europe (also edited by Professor Görlach) provides a critical bibliography of works concerned with the import of English words and phrases into sixteen European languages. The book covers an international range of foreign-word dictionaries, etymological dictionaries, and general dictionaries; books and articles devoted to the influence of English on the language in question; works restricted to individual levels of influence (e.g. phonology, morphology, etc.); works dealing with the English influence in specific fields, in individual styles, regions, or social classes; corpus-oriented studies; and major works documenting earlier influences of English.