Anglicisms In German Advertising Slogans

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Anglicisms in German Advertising Slogans

Author : Anna Theresa Wendel
Publisher : GRIN Verlag
ISBN 13 : 3656730059
Total Pages : 18 pages
Book Rating : 4.6/5 (567 download)

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Book Synopsis Anglicisms in German Advertising Slogans by : Anna Theresa Wendel

Download or read book Anglicisms in German Advertising Slogans written by Anna Theresa Wendel and published by GRIN Verlag. This book was released on 2014-08-26 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

To what extent are Anglicisms essential in German print advertisements?

Author : Helen von Diergardt
Publisher : GRIN Verlag
ISBN 13 : 3668795193
Total Pages : 60 pages
Book Rating : 4.6/5 (687 download)

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Book Synopsis To what extent are Anglicisms essential in German print advertisements? by : Helen von Diergardt

Download or read book To what extent are Anglicisms essential in German print advertisements? written by Helen von Diergardt and published by GRIN Verlag. This book was released on 2018-09-11 with total page 60 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The importance and influence of anglicisms in german language and audio-visual advertising

Author : Claudia Stehr
Publisher : GRIN Verlag
ISBN 13 : 3638783618
Total Pages : 27 pages
Book Rating : 4.6/5 (387 download)

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

Download or read book The importance and influence of anglicisms in german language and audio-visual advertising written by Claudia Stehr and published by GRIN Verlag. This book was released on 2007-05-13 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

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.

Crossing Languages to Play with Words

Author : Sebastian Knospe
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110463474
Total Pages : 406 pages
Book Rating : 4.1/5 (14 download)

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Book Synopsis Crossing Languages to Play with Words by : Sebastian Knospe

Download or read book Crossing Languages to Play with Words written by Sebastian Knospe and published by Walter de Gruyter GmbH & Co KG. This book was released on 2016-09-26 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Schritte international

Author :
Publisher : Hueber Verlag
ISBN 13 : 3194518542
Total Pages : 118 pages
Book Rating : 4.1/5 (945 download)

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Book Synopsis Schritte international by :

Download or read book Schritte international written by and published by Hueber Verlag. This book was released on 2010 with total page 118 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Anglicisms in German

Author : Alexander Onysko
Publisher : Walter de Gruyter
ISBN 13 : 9783110199468
Total Pages : 400 pages
Book Rating : 4.1/5 (994 download)

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Book Synopsis Anglicisms in German by : Alexander Onysko

Download or read book Anglicisms in German written by Alexander Onysko and published by Walter de Gruyter. This book was released on 2007 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Effects of English on German Advertisement

Author : Michael Helten
Publisher : GRIN Verlag
ISBN 13 : 3640526147
Total Pages : 45 pages
Book Rating : 4.6/5 (45 download)

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Book Synopsis The Effects of English on German Advertisement by : Michael Helten

Download or read book The Effects of English on German Advertisement written by Michael Helten and published by GRIN Verlag. This book was released on 2010-02-03 with total page 45 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2005 in the subject Sociology - Consumption and Advertising, grade: 1,0, State University of New York at Stony Brook (Linguistics), course: Sociolinguistics Seminar, 3 entries in the bibliography, language: English, abstract: Gemanagte Dachfonds Die Office in your Pocket-L sung Power ist nichts ohne Kontrolle To any native English speaker, the slogans above have to seem remarkable, mostly because of the obvious mix of English and German. What might be most remarkable about them, however, is the "very lack of remarkability with which they are received" (KELLY-HOLMES 67) by German consumers when they are encountered as parts of magazine advertisements. Along with numerous other examples, these three items were extracted from the acclaimed weekly German news magazine 'Der Spiegel' in order to get a clear picture of which effects English has and which role it plays in German advertisement. This paper will argue that English has an effect on virtually all of the 114 ads examined in the Spiegel issues of 4/11 and 4/18 2005, even on the ones that do not contain any English themselves. Furthermore, it will show that the effect English has on German ads extends beyond the concepts usually related with English, like technology, modernity, or science. This is a finding similar to the one suggested by MARTIN in a study on English influences on French advertisements. In her study, she also stresses that the register of advertisement is a very special one due to its one-way form of communication (MARTIN 376). Since the hearer remains hearer and can never take over the floor, he is not required to have any active knowledge of the language used in ads. This way, language can become a tool and a symbol all by itself, while the content can become secondary - language can turn into a form without meaning. In how far this is true in the case of English in German ads will be a final concern of this paper.

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.

Foreign Languages in Advertising

Author : Jos Hornikx
Publisher : Springer Nature
ISBN 13 : 3030316912
Total Pages : 263 pages
Book Rating : 4.0/5 (33 download)

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Book Synopsis Foreign Languages in Advertising by : Jos Hornikx

Download or read book Foreign Languages in Advertising written by Jos Hornikx and published by Springer Nature. This book was released on 2019-12-17 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Anglicism Usage in German Political Language: Anglicism Usage in German Political Language

Author : Tatjana Kennedy
Publisher : Anchor Academic Publishing (aap_verlag)
ISBN 13 : 3954892081
Total Pages : 45 pages
Book Rating : 4.9/5 (548 download)

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Book Synopsis Anglicism Usage in German Political Language: Anglicism Usage in German Political Language by : Tatjana Kennedy

Download or read book Anglicism Usage in German Political Language: Anglicism Usage in German Political Language written by Tatjana Kennedy and published by Anchor Academic Publishing (aap_verlag). This book was released on 2014 with total page 45 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Influence of English on German Business Language a Corpus-based Study of the Use of Anglicisms in the German Business Press

Author : Marc O. Rathmann
Publisher :
ISBN 13 :
Total Pages : 292 pages
Book Rating : 4.3/5 (129 download)

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Book Synopsis 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

Download or read book The Influence of English on German Business Language a Corpus-based Study of the Use of Anglicisms in the German Business Press written by Marc O. Rathmann and published by . This book was released on 2006 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Anglicisms in the German "Cosmopolitan" and in the German news magazine "Der Spiegel". A quantitive survey of lexical borrowing in the German language

Author : Anica Wurmbrand
Publisher : GRIN Verlag
ISBN 13 : 3668489327
Total Pages : 30 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Anglicisms in the German "Cosmopolitan" and in the German news magazine "Der Spiegel". A quantitive survey of lexical borrowing in the German language by : Anica Wurmbrand

Download or read book Anglicisms in the German "Cosmopolitan" and in the German news magazine "Der Spiegel". A quantitive survey of lexical borrowing in the German language written by Anica Wurmbrand and published by GRIN Verlag. This book was released on 2017-07-21 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2016 in the subject Didactics for the subject English - Pedagogy, Literature Studies, grade: 1,0, University of Würzburg, language: English, abstract: The following paper is a research on the quantitative use of Anglicisms in two German magazines. The analysis will feature a selection of two issues of the German Cosmopolitan and Spiegel from December 2015. I chose these magazines because this type of material has not been considered in studies yet. There are many researches about the usage of Anglicisms in Spiegel over the years, or the integration of Anglicisms in advertisements found in magazines. As there is a gap of statistics including the comparison of the number of Anglicisms in a news magazine and a lifestyle magazine, I chose it to become the topic of this seminar paper. Further, this paper will analyze the usage of Anglicisms and their percentage distribution with regard to the different word classes. First, I will give a comprehensive overview over Thomason (2001) and Winford’s (2003, 2010) theories of language contact and borrowing. Following that, I will give some definitions concerning linguistic jargon and give samples of how Anglicisms are integrated into the German morphological and inflectional pattern. The main part of this paper will be the evaluation of the data I collected and the comparison of the quantitative impact of Anglicisms in Cosmopolitan and Spiegel. I conclude with a closer examination of the compounds found in the two magazines.

Aspects and implications regarding the use of English in Germany with respect to the German culture and advertising of mobile phone companies

Download Aspects and implications regarding the use of English in Germany with respect to the German culture and advertising of mobile phone companies PDF Online Free

Author : Sonja Sickert
Publisher : GRIN Verlag
ISBN 13 : 3638559211
Total Pages : 14 pages
Book Rating : 4.6/5 (385 download)

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Book Synopsis Aspects and implications regarding the use of English in Germany with respect to the German culture and advertising of mobile phone companies by : Sonja Sickert

Download or read book Aspects and implications regarding the use of English in Germany with respect to the German culture and advertising of mobile phone companies written by Sonja Sickert and published by GRIN Verlag. This book was released on 2006-10-21 with total page 14 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2006 in the subject English Language and Literature Studies - Linguistics, grade: A, University of Brighton (School of Languages), course: Language in Interaction, 28 entries in the bibliography, language: English, abstract: In this essay I intend to set out some of the historic relations which lead to the status English language has acquired in the German language. In addition, I intend to investigate the English language and its importance as a world language. So as to demonstrate this I shall illustrate the use of English on websites of mobile phone companies operating in Germany. I shall distinguish and differentiate some of the different reasons and purposes which tend to involve the use of the English language. What are the respective attitudes towards English by both the customer and the advertiser? I would like to stress that this essay does not aim to explain how marketing and advertising work in general. The purpose of this essay is to consider one certain aspect of advertising namely the use of the English by Germans and the English language itself. This phenomenon is sometimes referred to as “Denglish”.

An Annotated Bibliography of European Anglicisms

Author : Manfred Görlach
Publisher : OUP Oxford
ISBN 13 : 0191583472
Total Pages : 274 pages
Book Rating : 4.1/5 (915 download)

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Book Synopsis An Annotated Bibliography of European Anglicisms by : Manfred Görlach

Download or read book An Annotated Bibliography of European Anglicisms written by Manfred Görlach and published by OUP Oxford. This book was released on 2002-05-09 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Position of the German Language in the World

Author : Ulrich Ammon
Publisher : Routledge
ISBN 13 : 1351654896
Total Pages : 684 pages
Book Rating : 4.3/5 (516 download)

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Book Synopsis The Position of the German Language in the World by : Ulrich Ammon

Download or read book The Position of the German Language in the World written by Ulrich Ammon and published by Routledge. This book was released on 2019-08-08 with total page 684 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Position of the German Language in the World focuses on the global position of German and the factors which work towards sustaining its use and utility for international communication. From the perspective of the global language constellation, the detailed data analysis of this substantial research project depicts German as an example of a second-rank language. The book also provides a model for analysis and description of international languages other than English. It offers a framework for strengthening the position of languages such as Arabic, Chinese, French, Portuguese, Spanish and others and for countering exaggerated claims about the global monopoly position of English. This comprehensive handbook of the state of the German language in the world was originally published in 2015 by Walter de Gruyter in German and has been critically acclaimed. Suitable for scholars and researchers of the German language, the handbook shows in detail how intricately and thoroughly German and other second-rank languages are tied up with a great number of societies and how these statistics support or weaken the languages’ functions and maintenance.

Pseudo-English

Author : Cristiano Furiassi
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 1501500236
Total Pages : 298 pages
Book Rating : 4.5/5 (15 download)

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Book Synopsis Pseudo-English by : Cristiano Furiassi

Download or read book Pseudo-English written by Cristiano Furiassi and published by Walter de Gruyter GmbH & Co KG. This book was released on 2015-03-10 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume focuses on how English, through false Anglicisms, influences several European languages, including Italian, Spanish, French, German, Danish and Norwegian. Studies on false Gallicisms are also included, thus showing how English may be affected by false borrowings.