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.
Table of Contents
Introduction
1. Anglicisms
1.1 Definitions and explanations
1.1.1 Foreign words
1.1.2. Anglicisms
1.1.3 Borrowings
1.1.4 Tokenistic Borrowing
1.2 History of the English language in the German-speaking world
1.3 Different types of Anglicisms
1.3.1. Necessary Anglicisms
1.3.2 Luxury Anglicisms
1.4 Importance of English in the German-speaking-world
2. Advertisement
2.1 Definition & History
2.2 Objectives of advertisements
2.3 Components of advertisements and their functions
2.3.1 Slogan
2.3.2 Running Text
2.3.3 Images
2.4 Advertising language
3. Anglicisms in advertisements and their importance
3.1 Analysis of examples print advertisements in the InStyle
3.2 Functions of Anglicisms in advertisements
3.2.1 Necessity, economic of language, shortage of words
3.2.2. local colour
3.2.3 "Coolness"
2.3.4 Peculiarity
2.3.5. Concealment and euphemism
3.2.6. Variation in expression
4. Discussion: Pros and Cons of the use of Anglicisms in German print advertisements
4.1 Supporters of Anglicism in advertisements
4.2 Opponents of Anglicism in advertisements
4.3 Summary
5. Conclusion
Research Objectives and Themes
The research examines the omnipresence and importance of Anglicisms in German print advertisements by assessing their essentiality, using the fashion and lifestyle magazine InStyle as a representative case study.
- The definition and historical evolution of Anglicisms in the German-speaking world.
- The structure, objectives, and linguistic characteristics of effective advertising.
- The practical functions of Anglicisms (necessity, local color, "coolness", etc.) in modern marketing.
- A comparative analysis of English versus German usage in contemporary print advertisements.
- The debate between purist resistance and the acceptance of globalized language trends.
Excerpt from the Book
1.3.1 Necessary Anglicisms
Generally speaking, necessary Anglicisms are English borrowings that do not have an equivalent in the German language and are therefore used to introduce a new object or concept. Even if a similar German word exists, it usually is not a direct translation but only a description of the original expressions (Zürn 2001, 208). The English terms are more straightforward and help the German language to expand and are therefore used as enrichment. This is often the case for technical terminology because a translation of the word would complicate understanding (Yang 1990, 73). Technical terms refer primarily to the areas of computer science and new product developments with an English background. Taking the InStyle magazine and its advertisements as an example, several prime loans were found:
(1) Online
(2) Loungewear
(3) Touch-Screen-Infotainment-system, Wi-Fi- hotspot, activity key
Example (3) illustrates explicitly the need for the English word as all three terms are technical terms referring to a digital product, most likely developed in North America and therefore named with an English term. For the examples (1) and (2) a matching translation is lacking in the German language which explains why Anglicisms are adopted.
Summary of Chapters
Introduction: Provides the research context by identifying the prevalence of Anglicisms in German fashion magazines and states the thesis purpose of analyzing their essentiality.
1. Anglicisms: Defines and classifies different types of foreign words and borrowings, while tracing the historical trajectory of English language influence on German.
2. Advertisement: Explores the history and objectives of advertising, specifically focusing on the AIDA model and the functional role of language and its components like slogans and images.
3. Anglicisms in advertisements and their importance: Conducts an empirical analysis of InStyle advertisements and explains the functional motivations behind the use of Anglicisms, such as "coolness" and economic efficiency.
4. Discussion: Pros and Cons of the use of Anglicisms in German print advertisements: Weighs the arguments of proponents of globalization and language evolution against the concerns of linguistic purists regarding social exclusion and misunderstanding.
5. Conclusion: Summarizes the thesis findings, confirming that while German advertising is possible without Anglicisms, they provide significant advantages in clarity, brevity, and branding appeal in a globalized market.
Keywords
Anglicism, foreign languages, language development, advertisement, German advertisement, print advertisements, linguistics, globalization, branding, marketing, InStyle, copy, slogan, consumer behavior, language contact.
Frequently Asked Questions
What is the core subject of this thesis?
The thesis investigates the role and frequency of English loanwords (Anglicisms) in German print advertising, specifically within the fashion and lifestyle sector.
What are the primary themes discussed?
The work explores linguistic terminology, the history of English influence in Germany, the functions of advertising language, and the debate between linguistic purists and modern proponents of globalization.
What is the central research question?
The study asks to what extent Anglicisms are truly essential for German print advertisements, rather than just being used for stylistic or aesthetic reasons.
Which methodology was applied?
The author conducted a qualitative and quantitative analysis of various print advertisements found in the German edition of the magazine InStyle to categorize and evaluate the use of Anglicisms.
What does the main body cover?
It covers theoretical foundations, detailed categorization of Anglicisms (necessary vs. luxury), the components of advertisements, and a discussion of the practical benefits and drawbacks of using English terminology.
Which keywords characterize this work?
Key terms include Anglicism, language development, print advertisements, consumer behavior, and marketing language.
Why are Anglicisms often used in the tech and fashion sectors?
They are used because many innovations originate in English-speaking regions, making the terminology a necessity, or because they impart a sense of "coolness" and internationality that appeals to the target demographic.
What is the argument against using too many Anglicisms?
Opponents, such as the "Verein Deutscher Sprache," argue that excessive use of English can exclude older consumers or those with poor English skills, leading to misunderstandings and the degradation of the German language identity.
- Citar trabajo
- Helen von Diergardt (Autor), 2018, To what extent are Anglicisms essential in German print advertisements?, Múnich, GRIN Verlag, https://www.grin.com/document/426966
