Anglicisms in German Advertising Slogans
Anglicisms in German Advertising Slogans

Author: Anna Theresa Wendel

Publisher: GRIN Verlag

Published: 2014-08-26

Total Pages: 18

ISBN-13: 3656730059

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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.

Anglicisms in German
Anglicisms in German

Author: Alexander Onysko

Publisher: Walter de Gruyter

Published: 2007

Total Pages: 400

ISBN-13: 9783110199468

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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.

Anglicism Usage in German Political Language: The German Green Party's Election Manifesto
Anglicism Usage in German Political Language: The German Green Party's Election Manifesto

Author: Tatjana Kennedy

Publisher: Anchor Academic Publishing (aap_verlag)

Published: 2014-02-01

Total Pages: 39

ISBN-13: 3954897083

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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.

Crossing Languages to Play with Words
Crossing Languages to Play with Words

Author: Sebastian Knospe

Publisher: Walter de Gruyter GmbH & Co KG

Published: 2016-09-26

Total Pages: 364

ISBN-13: 3110463474

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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.

English in the German-speaking World
English in the German-speaking World

Author: Raymond Hickey

Publisher: Cambridge University Press

Published: 2019-12-05

Total Pages: 437

ISBN-13: 1108488099

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A collection of studies on the role of English in German-speaking countries, covering a broad range of topics.

The German Language in the Digital Age
The German Language in the Digital Age

Author: Georg Rehm

Publisher: Springer Science & Business Media

Published: 2012-08-28

Total Pages: 86

ISBN-13: 3642271669

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

Foreign Languages in Advertising
Foreign Languages in Advertising

Author: Jos Hornikx

Publisher: Springer Nature

Published: 2019-12-17

Total Pages: 263

ISBN-13: 3030316912

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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.

Pseudo-English
Pseudo-English

Author: Cristiano Furiassi

Publisher: Walter de Gruyter GmbH & Co KG

Published: 2015-03-10

Total Pages: 246

ISBN-13: 1501500236

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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.