To what extent are Anglicisms essential in German print advertisements?
To what extent are Anglicisms essential in German print advertisements?

Author: Helen von Diergardt

Publisher: GRIN Verlag

Published: 2018-09-11

Total Pages: 60

ISBN-13: 3668795193

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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
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.

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.

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.

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.

The Anglicization of European Lexis
The Anglicization of European Lexis

Author: Cristiano Furiassi

Publisher: John Benjamins Publishing

Published: 2012-08-22

Total Pages: 368

ISBN-13: 9027273634

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This volume explores the lexical influence of English on European languages, a topical theme with linguistic and cultural implications. It provides an extensive introductory background to a cross-national view of English-induced lexical borrowing, posing crucial analytical questions such as what counts as an Anglicism. It also offers a typology of borrowings with examples from the languages represented: Armenian, Danish, French, German, Italian, Norwegian, Polish, Serbian, Spanish, and Swedish. The articles in this volume address general and language-specific issues related to the analysis and collection of Anglicisms, extending the scope to the largely unexplored area of phraseology and bringing new insights into corpus-based and corpus-driven methodologies. This volume fits into a well-established and constantly developing research field and will appeal to scholars interested in the spread of English as an international language, contact and contrastive linguistics, lexicology and lexicography, and computer corpus lexicography.

English in Europe
English in Europe

Author: Manfred Görlach

Publisher: OUP Oxford

Published: 2002-05-23

Total Pages: 350

ISBN-13: 0191580694

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English in Europe charts the English invasion of Europe since 1945. Sixteen distinguished European scholars report on the English words and phrases that have become integral parts of their languages. Each describes the effect of English on the host language, and shows how the process of incorporation often modifies pronunciation and spelling and frequently transforms meaning and use. The languages surveyed are Icelandic, Dutch, French, Spanish, Norwegian, German, Italian, Romanian, Polish, Croatian, Finnish, Albanian, Russian, Bulgarian, Hungarian, and Greek. The book is designed as a companion to A Dictionary of European Anglicisms but may be read as an independent work. This is the first systematic survey of a phenomenon that is fascinating, alarming, and apparently unstoppable.

English Words Abroad
English Words Abroad

Author: Manfred Görlach

Publisher: John Benjamins Publishing

Published: 2003-01-01

Total Pages: 201

ISBN-13: 9027223319

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English Words Abroad summarizes the methods developed for the innovative multilingual Dictionary of European Anglicisms (Görlach 2001, OUP) which combines data on English loanwords in sixteen European languages (four each for Germanic, Slavic, Romance and others). This summary allows us to quantify for the first time the extent of the lexical impact of loanwords on individual languages and cultures. The author discusses the elicitation of data from informants with a high linguistic awareness; criteria for inclusion; problems of integration on graphemic, phonological, morphological and semantic/stylistic levels; and speakers' reactions (purism, language, legislation). He then explores the possibilities of applying these methods to dictionaries of gallicisms and germanisms. The book includes a survey of the most recent dictionaries of anglicisms in European languages.

Advertising as Multilingual Communication
Advertising as Multilingual Communication

Author: H. Kelly-Holmes

Publisher: Springer

Published: 2016-01-11

Total Pages: 221

ISBN-13: 0230503012

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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.

Expanding the Lexicon
Expanding the Lexicon

Author: Sabine Arndt-Lappe

Publisher: Walter de Gruyter GmbH & Co KG

Published: 2018-01-22

Total Pages: 282

ISBN-13: 3110498162

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The creation of new lexical units and patterns has been studied in different research frameworks, focusing on either system-internal or system-external aspects, from which no comprehensive view has emerged. The volume aims to fill this gap by studying dynamic processes in the lexicon – understood in a wide sense as not being necessarily limited to the word level – by bringing together approaches directed to morphological productivity as well as approaches analyzing general types of lexical innovation and the role of discourse-related factors. The papers deal with ongoing changes as well as with historical processes of change in different languages and reflect on patterns and specific subtypes of lexical innovation as well as on their external conditions and the speakers’ motivations for innovating. Moreover, the diffusion and conventionalization of innovations will be addressed. In this way, the volume contributes to understanding the complex interplay of structural, cognitive and functional factors in the lexicon as a highly dynamic domain.