Aspects and implications regarding the use of English in Germany with respect to the German culture and advertising of mobile phone companies PDF Download
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Author: Sonja Sickert
Publisher: GRIN Verlag
ISBN: 3638559211
Category : Literary Collections
Languages : en
Pages : 20
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Book Description
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, 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”.
Author: Sonja Sickert
Publisher: GRIN Verlag
ISBN: 3638559211
Category : Literary Collections
Languages : en
Pages : 20
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Book Description
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, 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”.
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: H. Kelly-Holmes
Publisher: Springer
ISBN: 0230503012
Category : Business & Economics
Languages : en
Pages : 221
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Book Description
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.
Author: Gabriele Suder
Publisher: SAGE
ISBN: 1526455528
Category : Business & Economics
Languages : en
Pages : 572
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Book Description
The new third edition provides readers with the fundamental theories and concepts for understanding how business is done in Europe, linking it to the current European business environment through a range of up-to-date case studies and examples. Revised and updated to include recent changes in the economic and political climate of Europe, and thematic perspectives on key contemporary European challenges, the authors also bring into consideration non-EU Business in the EU as well as the way Brexit is likely to affect businesses. Also new to this edition: Examples and cases from a wider range of European member states, including Tesla, Airbnb, Ryanair, Belgian AB InBev’s acquisition of British SABMiller, and the expansion of Alibaba Group in Europe. Enhanced material on business in EFTA and CEFTA areas. Analysis of the effects digitalisation, business analytics and Artificial Intelligence have on business in Europe. Coverage of the challenges and opportunities stemming from migration and the refugee crisis. A specific focus on the gig and shared economy. An investigation into how sustainability and climate change agreements impact on business. The book is supported by online resources for lecturers and students, including an instructor’s manual, PowerPoint Slides, multiple choice questions, class-based role play instruction guides, chapter summaries, and links to relevant videos and podcasts. Suitable reading for students on European business modules at both undergraduate and postgraduate level.
Author: David Crystal
Publisher: Cambridge University Press
ISBN: 1107611806
Category : Foreign Language Study
Languages : en
Pages : 227
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Book Description
Written in a detailed and fascinating manner, this book is ideal for general readers interested in the English language.
Author: Jos Hornikx
Publisher: Springer Nature
ISBN: 3030316912
Category : Language Arts & Disciplines
Languages : en
Pages : 263
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Book Description
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.
Author: Lukasz Wroblewski
Publisher: Logos Verlag Berlin GmbH
ISBN: 3832543783
Category : Business & Economics
Languages : en
Pages : 197
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Book Description
"Dr Lukasz Wroblewski's book Culture Management: Strategy and Marketing Aspects clearly recognises that the pressures on the cultural sector in the 21st Century are greater than ever before. Based on robust academic research within a practical industry context, this book addresses all the key issues related to marketing strategy and planning for the cultural industries. It will be an invaluable tool for managers, policy-makers and all those working in the creative and cultural world, and will help them to develop sound strategies for the future." Dr Kim Lehman Tasmanian School of Business and Economics, University of Tasmania "Dr Wroblewski's book explains clearly what has changed to make the use of business models necessary, even in organizations which might have resisted in the past. Globalization has resulted in a population which understands and appreciates art and culture created in other countries. While it might be agreed that this is beneficial for society, it means that cultural arbitrators within a country no longer have the authority to dictate what is accepted as culture. Managers now understand that to gain the support of the public they must explain the benefits of consuming their cultural product." Dr Bonita M. Kolb Professor Emeritus of Lycoming College in Pennsylvania "A thoughtful and penetrating analysis of culture management addressing marketing strategies and cultural institutions. An important `must read' book for those involved in this exciting sector." Prof Adrian Payne University of UNSW Business School, University of New South Wales
Author: Inter American Development Bank
Publisher: Inter-American Development Bank
ISBN:
Category : Art
Languages : en
Pages : 242
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Book Description
This manual has been designed and written with the purpose of introducing key concepts and areas of debate around the "creative economy", a valuable development opportunity that Latin America, the Caribbean and the world at large cannot afford to miss. The creative economy, which we call the "Orange Economy" in this book (you'll see why), encompasses the immense wealth of talent, intellectual property, interconnectedness, and, of course, cultural heritage of the Latin American and Caribbean region (and indeed, every region). At the end of this manual, you will have the knowledge base necessary to understand and explain what the Orange Economy is and why it is so important. You will also acquire the analytical tools needed to take better advantage of opportunities across the arts, heritage, media, and creative services.
Author: Sandra Mollin
Publisher: Gunter Narr Verlag
ISBN: 9783823362500
Category : Language Arts & Disciplines
Languages : en
Pages : 250
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Book Description
Author: Pamela E. Swett
Publisher: Duke University Press
ISBN: 9780822340690
Category : Business & Economics
Languages : en
Pages : 396
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Book Description
DIVA historical study of modern German advertising, from the Imperial period through the 1970s, that explores mass consumption in modern society and the relationship between business mentalities, artistic creation, consumer behavior, and ideology. /div
