To What Extent Are Anglicisms Essential In German Print Advertisements
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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.
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.
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.
The Use of Anglicisms in the German Magazine FOCUS by Nadja Grebe Pdf
Seminar paper from the year 2010 in the subject Didactics for the subject English - Pedagogy, Literature Studies, grade: 1,0, Ernst Moritz Arndt University of Greifswald (Institut für Fremdsprachliche Philogien), course: Contact Linguistics, language: English, abstract: Most of all linguists who find themselves engaged in Contact Linguistics agree upon the fact that the influence of the English language on German is constantly increasing and has especially risen during the last decades of the 20th century. (cf. Viereck 1980: 11; Götzeler 2008: 58-59) Due to the close collaboration in the political and economical sector, the contact between the two language regions has become more intense and has thus led to a higher frequency of borrowings from English. As a direct consequence of this process, a public discussion on the drawbacks of the use of anglicisms in German has started and found his peek in the foundation of the Verein Deutsche Sprache formerly called the Verein zur Rettung der deutschen Sprache in 1997. (cf. Götzeler 2008: 61) The increasing presence of loanwords, as commonly believed, as well as the ongoing public discussion on their use is reason enough to analyze the use of anglicisms in the German language by using the example of the German newsmagazine FOCUS. In this context it shall be examined, whether the frequency of anglicisms in 2009 is higher than the frequency in 1993. Furthermore, as the corpus consists of texts from two different categories, namely Deutschland and Modernes Leben, numerical differences concerning those sections is also subject of the study. As a result, proof for the following theses is expected: 1. The frequency of anglicisms used in 2009 is higher than in 1993. 2. The number of borrowings in the section Modernes Leben will be greater than in the section Deutschland.
Author : Alexander Onysko Publisher : Walter de Gruyter Page : 400 pages File Size : 44,5 Mb Release : 2007 Category : Foreign Language Study ISBN : 3110199467
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.
Anglicisms and their Usage in the German Newspaper Die Zeit by Madeleine Sailer Pdf
Bachelor Thesis from the year 2020 in the subject English Language and Literature Studies - Linguistics, grade: 1,0, University of Innsbruck, language: English, abstract: In order to analyse the frequency of anglicism usage in the German language, this paper analyses articles from the German newspaper Die Zeit. Media and the press, for instance, mimic the use and competence of English words in the German language among German native speakers. Therefore, analysing newspaper articles is an efficient and effective way to demonstrate the spread of anglicisms. At the beginning of this thesis there is a general explanation of anglicisms. This not only includes a definition but also further information on the different forms of anglicisms, such as direct or indirect loan influences as well as hybrid anglicisms. Moreover, it illustrates the transmission processes with its parameters and the grammar of anglicism within the German language system. Consequently, this lexical productivity is summarized, and the types of integration of anglicisms into the German lexicon are further evaluated. This is then followed by a chapter that highlights diachronic aspects of integrating English borrowings into the German language and the motives of using these. Subsequently, it provides information on the impact it has on German and the reasons why some German linguists believe their language to be endangered. The analysis in this paper encompasses a broad sample of 60 articles in total from six different news categories that were published between October 2019 and February 2020 on the online platform of the German newspaper Die Zeit. Since Second World War, the use of anglicisms in the German language has drastically increased, and thus, English words are borrowed more frequently. Nowadays, in the year 2020, one can confidently argue that nearly every German native speaker uses anglicisms in their everyday life.
Anglicisms and their Influence on Other Languages by Alexander Täuschel Pdf
Essay from the year 2008 in the subject English Language and Literature Studies - Linguistics, grade: 2,3, University of Frankfurt (Main) (Institut für England- und Amerikastudien), course: Magisterprüfung, 5 entries in the bibliography, language: English, abstract: This essay was written as an elaboration for my final oral exam in winter term 2008/2009. It is supposed to give information about the importance of the lish language as a global language and the process of direct loaning as a result, the process of indirect loaning, pseudo and hybrid anglicisms, and aspects of direct and indirect loan coinage. It will also investigate on the prestige status of English and the loaning of sayings, phrases and idioms, and the role of the trend of internationalisation of languages like German or France. It will conclude with an attempt to approach the question whether English will make other es obsolete in the future.
Author : Angelika Zirker,Esme Winter-Froemel Publisher : Walter de Gruyter GmbH & Co KG Page : 317 pages File Size : 48,8 Mb Release : 2015-10-16 Category : Language Arts & Disciplines ISBN : 9783110406719
Wordplay and Metalinguistic / Metadiscursive Reflection by Angelika Zirker,Esme Winter-Froemel Pdf
Wordplay can be seen as a genuine interface phenomenon. It can be found both in everyday communication and in literary texts, and it can fulfil a range of functions – it may be entertaining and comical, it may be used to conceal taboo, and it may influence the way in which the speaker’s character is perceived. Moreover, wordplay also reflects on language and communication: it reveals surprising alternative readings, and emphasizes the phonetic similarity of linguistic signs that also points towards relations on the level of content. Wordplay unravels characteristics of literary language in everyday communication and opens up the possibility to analyze literary texts from a linguistic perspective. The first two volumes of the series The Dynamics of Wordplay therefore aim at bringing together contributions from linguistics and literary studies, focusing on theoretical issues such as basic techniques of wordplay, and its relationship to genres and discourse traditions. These issues are complemented by a series of case studies on the use of wordplay in individual authors and specific historical contexts. The contributions offer a fresh look on the multifaceted dynamics of wordplay in different communicative settings.
Author : Falco Pfalzgraf,Felicity J. Rash Publisher : Peter Lang Page : 188 pages File Size : 46,5 Mb Release : 2008 Category : Foreign Language Study ISBN : 3039116568
Anglo-German Linguistic Relations by Falco Pfalzgraf,Felicity J. Rash Pdf
This is a collection of papers presented at the conference «Anglo-German Linguistic Relations», held at Queen Mary, University of London in November 2007. The papers cover a wide variety of topics about the relationship between the English and German languages or relate to cultural and literary contacts between English-speaking and German-speaking regions. Individual papers discuss Anglo-German linguistic interplay and affinities both as contemporary phenomena and from a historical perspective. Themes include codification, translation and discourse production from the 17th century to the Second World War; shared metaphors in English and German; political propaganda in English and German; and authorial positioning and perspective in a selection of autobiographical and literary works.
Marketing Identities Through Language by E. Martin Pdf
Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.
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.
This clear and accessible text provides a complete introduction to basic linguistic terms and descriptions of language structures. The German Language Today describes in detail the main liguistic features of the language and the wide variety of speech forms and vocabulary existing within the German-speaking community. It also introduces sociolinguistic and linguistic topics as they relate to the German language, and illustrates them widely with examples. The German Language Today describes the sounds, inflectional processes, syntactic structures, competing forms and different layers of words in the language. Topics covered include: The distribution of German and its dialects The linguistic consequences of German reunification The application of modern linguistic concepts to German, incorporating the findings of the latest German linguistic research. The book has been written with the specific needs of students in mind. It will be invaluable to students of modern German linguistics or modern German society and will be a useful reference resource for postgraduates and teachers of German.
