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

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An Analysis of How Socio-demographic Variables Affect the Perception of English in German Advertising

Author : Henry Quevedo
Publisher : GRIN Verlag
ISBN 13 : 3668921490
Total Pages : 54 pages
Book Rating : 4.6/5 (689 download)

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

Download or read book An Analysis of How Socio-demographic Variables Affect the Perception of English in German Advertising written by Henry Quevedo and published by GRIN Verlag. This book was released on 2019-04-10 with total page 54 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

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

Author : Alexander Nogolica
Publisher : Diplomarbeiten Agentur
ISBN 13 : 3842828489
Total Pages : 129 pages
Book Rating : 4.8/5 (428 download)

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

Download or read book An Analysis on the Public Perception of the Tobacco Industry's Corporate Social Responsibility (CSR) Marketing Communications written by Alexander Nogolica and published by Diplomarbeiten Agentur. This book was released on 2012-02-01 with total page 129 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 [...]

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

Download 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 PDF Online Free

Author : Kerstin Holz
Publisher : GRIN Verlag
ISBN 13 : 3638688895
Total Pages : 113 pages
Book Rating : 4.6/5 (386 download)

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Book Synopsis 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

Download or read book 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 written by Kerstin Holz and published by GRIN Verlag. This book was released on 2007-08 with total page 113 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Phraseological Units in Advertising. An Empirical Analysis of the Effects of Modified Linguistic Expressions

Author : Barbara Lohmann
Publisher : GRIN Verlag
ISBN 13 : 3656705267
Total Pages : 29 pages
Book Rating : 4.6/5 (567 download)

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Book Synopsis Phraseological Units in Advertising. An Empirical Analysis of the Effects of Modified Linguistic Expressions by : Barbara Lohmann

Download or read book Phraseological Units in Advertising. An Empirical Analysis of the Effects of Modified Linguistic Expressions written by Barbara Lohmann and published by GRIN Verlag. This book was released on 2014-07-30 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject English Language and Literature Studies - Linguistics, grade: 1,3, University of Münster, language: English, abstract: Since Leech published his pioneering work English in Advertising in 1966, the relevance of advertising increased steadily in linguistics during the twentieth century (Bell, 1995: 32). The term advertising itself means ‘to turn towards’, thus one of the central and obvious aims of advertising is to get the recipient’s attention (Goddard, 1998: 6). Additionally, the initiator aims to attract and persuade a specific target group and thus consciously intends to benefit from the textual components of an advertisement, either directly and commercially or indirectly through an enhanced brand image (Goddard, 1998: 7). Hence advertising texts often involve a complex interpretation of the reader decoding the message (Goddard, 1998: 10). Developing a persuasive and successful advert demands a high degree of creativity and linguistic skills (Bell, 1995: 32). Besides metaphors, puns or alliterations, phraseological units are frequently used as a popular tool in advertising language (Bell, 1995: 32; Fiedler, 2007: 103). In the following, my focus will be on the topic of modification of phraseological units in advertising as beneficial influencer on the audience’s attitude towards a product, using the example of a print advert of Volkswagen’s ‘As sun as possible’ campaign for the Beetle Cabriolet. The aim of this work is to prove the relevance and the favourable effects of transformed phraseological units in an empirical study dealing with the advert of Volkswagen. Phraseological Units are modified in the ‘As sun as possible’ campaign of Volkswagen to profit from the underlying original meaning and to add a personalised meaning fitting the particular product in order to favourably and efficiently affect the relevant audience. In order to show this, the present work will first create a theoretical basis about the concept of phraseological units. There, I will concentrate on the terminology and explain central features of phraseological units and how they are used in adverts. Then I will initially consider the possibilities for a modification of phraseological units on a general basis. In the following, this knowledge will be expanded by an elaboration of the most frequently used techniques for modification in advertising and an explanation of the advantages and challenges. This theoretical knowledge about phraseological units and their features will be exemplarily applied to the ‘As sun as possible’ campaign of Volkswagen...

Shock advertising. Are consumer responses affected by culture? A case study on Benetton campaigns under Oliviero Toscani examining German and English responses

Download Shock advertising. Are consumer responses affected by culture? A case study on Benetton campaigns under Oliviero Toscani examining German and English responses PDF Online Free

Author : Kerstin Holz
Publisher : GRIN Verlag
ISBN 13 : 3638607615
Total Pages : 107 pages
Book Rating : 4.6/5 (386 download)

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Book Synopsis Shock advertising. Are consumer responses affected by culture? A case study on Benetton campaigns under Oliviero Toscani examining German and English responses by : Kerstin Holz

Download or read book Shock advertising. Are consumer responses affected by culture? A case study on Benetton campaigns under Oliviero Toscani examining German and English responses written by Kerstin Holz and published by GRIN Verlag. This book was released on 2007-03-04 with total page 107 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: First class, University of Birmingham, language: English, 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. The English group rated the shock factor more strongly than the German group, proving that responses to shock advertising are dependent on cultural influences. The results from this research therefore show that responses to these campaigns are affected by culture especially in emotional campaigns such as the Benetton ones and companies should take these differences into account. Obviously it is cheaper and easier to run a standardized global campaign; however, this does not take different cultures in different countries into account which might harm brand perception due to misunderstandings and different decoding approaches. The phenomenon of globalisation will be of great interest for further research as it brings cultures closer together. The research, over a larger timeframe, might show how cultures are becoming more similar and therefore a standardised advertising strategy might be more useful than ever.

International Labour Documentation

Author : International Labour Office. Central Library and Documentation Branch
Publisher :
ISBN 13 :
Total Pages : 956 pages
Book Rating : 4.U/5 (183 download)

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Book Synopsis International Labour Documentation by : International Labour Office. Central Library and Documentation Branch

Download or read book International Labour Documentation written by International Labour Office. Central Library and Documentation Branch and published by . This book was released on 2000 with total page 956 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Linguistics and Language Behavior Abstracts

Author :
Publisher :
ISBN 13 :
Total Pages : 634 pages
Book Rating : 4.3/5 (91 download)

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Download or read book Linguistics and Language Behavior Abstracts written by and published by . This book was released on 2001 with total page 634 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Bulletin of the Atomic Scientists

Author :
Publisher :
ISBN 13 :
Total Pages : 96 pages
Book Rating : 4./5 ( download)

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Download or read book Bulletin of the Atomic Scientists written by and published by . This book was released on 1966-06 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.

Sociological Abstracts

Author : Leo P. Chall
Publisher :
ISBN 13 :
Total Pages : 768 pages
Book Rating : 4.3/5 (91 download)

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Download or read book Sociological Abstracts written by Leo P. Chall and published by . This book was released on 1999 with total page 768 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Dissertation Abstracts International

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ISBN 13 :
Total Pages : 476 pages
Book Rating : 4.F/5 ( download)

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Download or read book Dissertation Abstracts International written by and published by . This book was released on 1988 with total page 476 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Bulletin of the Atomic Scientists

Author :
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ISBN 13 :
Total Pages : 64 pages
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Download or read book Bulletin of the Atomic Scientists written by and published by . This book was released on 1972-10 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.

Advertising as Multilingual Communication

Author : H. Kelly-Holmes
Publisher : Springer
ISBN 13 : 0230503012
Total Pages : 206 pages
Book Rating : 4.2/5 (35 download)

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Book Synopsis Advertising as Multilingual Communication by : H. Kelly-Holmes

Download or read book Advertising as Multilingual Communication written by H. Kelly-Holmes and published by Springer. This book was released on 2016-01-11 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.

English in the German-speaking World

Author : Raymond Hickey
Publisher : Cambridge University Press
ISBN 13 : 1108488099
Total Pages : 437 pages
Book Rating : 4.1/5 (84 download)

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Book Synopsis English in the German-speaking World by : Raymond Hickey

Download or read book English in the German-speaking World written by Raymond Hickey and published by Cambridge University Press. This book was released on 2019-12-05 with total page 437 pages. Available in PDF, EPUB and Kindle. Book excerpt: A collection of studies on the role of English in German-speaking countries, covering a broad range of topics.

Resources in Education

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Total Pages : 372 pages
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Language and Language Behavior Abstracts

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Total Pages : 852 pages
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Bibliography of Social Science Periodicals and Monograph Series

Author : United States. Bureau of the Census
Publisher :
ISBN 13 :
Total Pages : 160 pages
Book Rating : 4.:/5 (319 download)

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Bibliography of Social Science Periodicals and Monograph Series

Author : United States. Bureau of the Census. Foreign Demographic Analysis Division
Publisher :
ISBN 13 :
Total Pages : 160 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Bibliography of Social Science Periodicals and Monograph Series by : United States. Bureau of the Census. Foreign Demographic Analysis Division

Download or read book Bibliography of Social Science Periodicals and Monograph Series written by United States. Bureau of the Census. Foreign Demographic Analysis Division and published by . This book was released on 1965 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: