The Effects Of English On German Advertisement

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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.

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

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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”.

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.

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.

Intercultural and International Business Communications

Author : Juan Carlos Palmer
Publisher : Peter Lang
ISBN 13 : 9783039109548
Total Pages : 356 pages
Book Rating : 4.1/5 (95 download)

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Book Synopsis Intercultural and International Business Communications by : Juan Carlos Palmer

Download or read book Intercultural and International Business Communications written by Juan Carlos Palmer and published by Peter Lang. This book was released on 2006 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume originates from the editors' interest in one of the most relevant fields of research these days: Intercultural and International Business Communication. The needs of the business world to communicate effectively at an international level in order to overcome language differences have proved to be a fascinating topic for many scholars. International business discourse is culturally-situated and therefore context-dependent, and all three - discourse, culture and context - play a key role in the communication process. The present contributions analyse this topic under the perspective of theory, research and teaching. Different scholars have offered their views on the subject, presenting contributions on different areas related to business communication all over the world.

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.

Brightly's Digest of Laws

Author : Frank Frederick Brightly
Publisher :
ISBN 13 :
Total Pages : 1044 pages
Book Rating : 4.3/5 (243 download)

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Book Synopsis Brightly's Digest of Laws by : Frank Frederick Brightly

Download or read book Brightly's Digest of Laws written by Frank Frederick Brightly and published by . This book was released on 1903 with total page 1044 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advertising in Poland and Germany - A Comparison

Author : Sotirios Dramalis
Publisher : GRIN Verlag
ISBN 13 : 3638684881
Total Pages : 85 pages
Book Rating : 4.6/5 (386 download)

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Book Synopsis Advertising in Poland and Germany - A Comparison by : Sotirios Dramalis

Download or read book Advertising in Poland and Germany - A Comparison written by Sotirios Dramalis and published by GRIN Verlag. This book was released on 2007-07 with total page 85 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (undergraduate) from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,8, University of Cooperative Education Mannheim (Berufsakademie Mannheim - Staatliche Studienakademie), course: International Marketing, 46 entries in the bibliography, language: English, abstract: Both number of advertisers and expenses for advertising have rapidly increased in Poland in the last years. From 1993 to 1994 advertising expenses grew from 299 to 469 million dollars. Continuous economical reforms and expenditure further contributed to this growth. Consequently, the case of Poland provides an ideal opportunity to study the impact an economy's stage of development has on advertising management (West / Paliwoda 1996, p. 82). Poland also offers huge potentials for its neighbouring countries which is especially true for Germany. From a German perspective it is eminently important to understand the differences between the German and the Polish culture as culture has a major impact on advertising and communication. The above justifies and is reason enough to have a deeper look at the Polish advertising market with reference to Germany. Therefore these issues will be dealt within the following study paper. It starts with theoretical background information on advertising and then continues with a secondary-statistical analysis of major advertisement conditions in the Polish and German markets. This involves comparing the legal framework and general infrastructure (advertising agencies, media) for advertising in the two countries. Furthermore, the attitudes of Poles and Germans towards advertisement will be explained as well as the influence the Polish and German cultures have on advertising appeals. The comparison concludes with an outlook on the further development of the advertising markets in Germany and Poland by stating potential similarities and differences.

The Effect of War and Moratorium on Commercial Transactions

Author : Ernest Joseph Schuster
Publisher :
ISBN 13 :
Total Pages : 184 pages
Book Rating : 4.:/5 (1 download)

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Book Synopsis The Effect of War and Moratorium on Commercial Transactions by : Ernest Joseph Schuster

Download or read book The Effect of War and Moratorium on Commercial Transactions written by Ernest Joseph Schuster and published by . This book was released on 1914 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Analyzing Music in Advertising

Author : Nicolai Graakjaer
Publisher : Routledge
ISBN 13 : 1317671899
Total Pages : 179 pages
Book Rating : 4.3/5 (176 download)

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Book Synopsis Analyzing Music in Advertising by : Nicolai Graakjaer

Download or read book Analyzing Music in Advertising written by Nicolai Graakjaer and published by Routledge. This book was released on 2014-11-27 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt: The study of music in commercials is well-suited for exploring the persuasive impact that music has beyond the ability to entertain, edify, and purify its audience. This book focuses on music in commercials from an interpretive text analytical perspective, answering hitherto neglected questions: What characterizes music in commercials compared to other commercial music and other music on TV? How does music in commercials relate to music ‘outside’ the universe of commercials? How and what can music in commercials signify? Author Nicolai Graakjær sets a new benchmark for the international scholarly study of music on television and its pervading influence on consumer choice.

Pitman's Journal of Commercial Education

Author :
Publisher :
ISBN 13 :
Total Pages : 852 pages
Book Rating : 4.A/5 ( download)

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Book Synopsis Pitman's Journal of Commercial Education by :

Download or read book Pitman's Journal of Commercial Education written by and published by . This book was released on 1893 with total page 852 pages. Available in PDF, EPUB and Kindle. Book excerpt:

English-German Standard Dictionary of Advertising, Mass Media and Marketing

Author : Wolfgang J. Koschnick
Publisher : French & European Publications
ISBN 13 : 9780828800976
Total Pages : 466 pages
Book Rating : 4.8/5 (9 download)

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Book Synopsis English-German Standard Dictionary of Advertising, Mass Media and Marketing by : Wolfgang J. Koschnick

Download or read book English-German Standard Dictionary of Advertising, Mass Media and Marketing written by Wolfgang J. Koschnick and published by French & European Publications. This book was released on 1983-01-01 with total page 466 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Be Shocked. The Effect of Shock Advertising on German Citizens and Italians Living in Germany

Author : Jennifer Monz
Publisher :
ISBN 13 : 9783668654822
Total Pages : 88 pages
Book Rating : 4.6/5 (548 download)

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Book Synopsis Be Shocked. The Effect of Shock Advertising on German Citizens and Italians Living in Germany by : Jennifer Monz

Download or read book Be Shocked. The Effect of Shock Advertising on German Citizens and Italians Living in Germany written by Jennifer Monz and published by . This book was released on 2018-02-16 with total page 88 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2008 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, Heidelberg International Business Academy, language: English, abstract: In 2007, the Dolce and Gabbana print advertisement campaign triggered different reactions in Germany. Some ethnic entities, such as Italian citizens tended to react intensely to the provocative advertising, in their country of origin there were even grave protests against Dolce and Gabbana. German citizens however did not seem to be impacted in such an intense way. This seems to be due to the fact that the basic elements of culture, which are social structure, language, communication, religion and values and attitudes differ between ethnic entities. Moreover these different norms and values are affected by the affiliation of a collective, signifying that within an ethnic entity, Italian citizens, who live in Germany, norms and values of individuals are similar. In particular the elements religion, values and attitudes seem to be of crucial importance as Dahl et al. (2003:269) state that 'shocking advertising content is that which attempts to surprise an audience by deliberately violating norms for societal values and personal ideals'. In order to examine how effective shock advertisement is applied on Germans and Italians in Germany a literature review on shock advertisement and the respective culture was conducted. The outcome of the literature review are several hypotheses, which were verified or confuted respectively. Therefore primary data was quantitatively, through questionnaires, and qualitatively, through semi-structured interviews, collected. This led to pivotal findings and conclusions, which are ascribable to cultural differences of Germans and Italians. The conclusion and findings of this research might be crucial for organisations and companies, which do not intend to communicate exclusively to their standard target group, Germans, but also to

Punch, Or, The London Charivari

Author :
Publisher :
ISBN 13 :
Total Pages : 562 pages
Book Rating : 4.R/5 (5 download)

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Book Synopsis Punch, Or, The London Charivari by :

Download or read book Punch, Or, The London Charivari written by and published by . This book was released on 1859 with total page 562 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advances in Advertising Research (Vol. VI)

Author : Peeter Verlegh
Publisher : Springer
ISBN 13 : 3658105585
Total Pages : 406 pages
Book Rating : 4.6/5 (581 download)

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Book Synopsis Advances in Advertising Research (Vol. VI) by : Peeter Verlegh

Download or read book Advances in Advertising Research (Vol. VI) written by Peeter Verlegh and published by Springer. This book was released on 2015-09-07 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.

International Commercial Contracts

Author : Giuditta Cordero-Moss
Publisher : Cambridge University Press
ISBN 13 : 1009085190
Total Pages : 527 pages
Book Rating : 4.0/5 (9 download)

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Book Synopsis International Commercial Contracts by : Giuditta Cordero-Moss

Download or read book International Commercial Contracts written by Giuditta Cordero-Moss and published by Cambridge University Press. This book was released on 2024-01-31 with total page 527 pages. Available in PDF, EPUB and Kindle. Book excerpt: Any practising lawyer and student working with international commercial contracts faces standardised contracts and international arbitration as mechanisms for dispute settlement. Transnational rules may be applicable, but national law is still important. Based on extensive practical experience, this book analyses international contract practice and its interaction with various applicable sources. It considers vital questions concerning the role played by contractual regulation, by national law and by transnational sources. What is the interaction among these factors, and how does this all apply to contracts that refer disputes to international arbitration? This revised second edition has been fully updated to reflect developments in the field and includes useful tools like tables of cases and sources, and a list of electronic resources and databases.