Excerpt
Content Table
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
6. Bibliography
Appendix
- Quote paper
- Helen von Diergardt (Author), 2018, To what extent are Anglicisms essential in German print advertisements?, Munich, GRIN Verlag, https://www.grin.com/document/426966
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