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Author: Anna Theresa Wendel
Publisher: GRIN Verlag
ISBN: 3656730059
Category : Literary Collections
Languages : en
Pages : 18
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Book Description
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.
Author: Anna Theresa Wendel
Publisher: GRIN Verlag
ISBN: 3656730059
Category : Literary Collections
Languages : en
Pages : 18
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Book Description
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.
Author: Claudia Stehr
Publisher: GRIN Verlag
ISBN: 3638783618
Category : Literary Collections
Languages : en
Pages : 27
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Book Description
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.
Author: Helen von Diergardt
Publisher: GRIN Verlag
ISBN: 3668795193
Category : Foreign Language Study
Languages : en
Pages : 60
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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.
Author: Alexander Onysko
Publisher: Walter de Gruyter
ISBN: 9783110199468
Category : Foreign Language Study
Languages : en
Pages : 400
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Book Description
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.
Author: Henry Quevedo
Publisher: GRIN Verlag
ISBN: 3668921490
Category : Literary Collections
Languages : en
Pages : 54
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Book Description
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.
Author: Tatjana Kennedy
Publisher: Anchor Academic Publishing (aap_verlag)
ISBN: 3954892081
Category : Language Arts & Disciplines
Languages : en
Pages : 45
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Book Description
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.
Author: Sebastian Knospe
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 3110463474
Category : Language Arts & Disciplines
Languages : en
Pages : 364
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Book Description
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.
Author: Anica Wurmbrand
Publisher: GRIN Verlag
ISBN: 3668489327
Category : Foreign Language Study
Languages : en
Pages : 30
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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.
Author: Raymond Hickey
Publisher: Cambridge University Press
ISBN: 1108488099
Category : Foreign Language Study
Languages : en
Pages : 437
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Book Description
A collection of studies on the role of English in German-speaking countries, covering a broad range of topics.
Author:
Publisher: Hueber Verlag
ISBN: 3194518542
Category : German language
Languages : en
Pages : 118
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Book Description
