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”.
Table of Contents
History of the German language
The process of germanising foreign words
English in the EU
The influence of English
1. The findings
Mobile phone companies in Germany
Objectives and Topics
This essay explores the historical and cultural status of the English language within Germany, with a specific focus on its pervasive use in the advertising strategies of major mobile phone companies. It investigates why English has become a dominant tool for branding and how this linguistic trend impacts the German language and its national identity.
- The historical development of linguistic influences on the German language.
- The role of "Denglish" and the adoption of English terminology in marketing.
- The shift from traditional German vocabulary to English loanwords in business.
- A comparative analysis of English usage in advertising by T-Mobile, Vodafone, E-Plus, and O2.
- The sociolinguistic implications of English as a global language in German society.
Excerpt from the book
History of the German language
The development of the German language has been subjected to many different foreign linguistic influences. Initially, during Roman occupation and then under the influence of the Church Latin began to be integrated into the German language. By the Middle Ages French started to filter in. The 15th Century saw German adopting even more Latin. However, in the 16th Century during the Thirty Years’ War French was again an influent at source. During industrialisation inventions revealed a lack of terms and expressions. New terms were coined from Greek and again Latin but by the second half of the 20th century the primary linguistic influence in Germany had become Anglo-American. To sum it up “wars, ideologies, cultural changes, scientific and technical developments” have been the main reasons for the various influences on German (Hilgendorf 1996: 3). Furthermore, Hilgendorf states that the contact between English and German is unprecedented in terms of the amount of influence English has had on German in such a short time. In addition, Viereck (1996: 17) observes that in the seventeenth and eighteenth centuries the linguistic influence of French on German on the whole was greater than the English language has been so far.
Summary of Chapters
History of the German language: Provides an overview of the various foreign linguistic influences on German throughout history, highlighting the shift toward Anglo-American dominance in the 20th century.
The process of germanising foreign words: Examines how foreign vocabulary is integrated into German, either through orthographic adaptation or by direct adoption of the original terms.
English in the EU: Discusses the status of English as the primary language of international business, science, and youth culture in Europe.
The influence of English: Analyzes the steady increase of anglicisms in Germany, particularly following the Second World War and the influence of American media.
1. The findings: Presents an investigation into how the four major German mobile phone providers incorporate English into their branding, slogans, and tariff names.
Mobile phone companies in Germany: Details the market landscape of major telecommunication providers in Germany and their specific reliance on English advertising elements.
Keywords
Denglish, Anglicisms, Advertising, Marketing, German language, Mobile phone companies, Linguistics, Loanwords, Globalisation, Cultural influence, Branding, Sociolinguistics, Americanization, Language change.
Frequently Asked Questions
What is the primary focus of this paper?
The paper examines the growing influence of the English language on the German language, specifically analyzing how it is utilized as a marketing tool by mobile phone companies in Germany.
What are the central themes discussed in this work?
The themes include the history of foreign influences on German, the linguistic phenomenon known as "Denglish," the impact of globalization on national language, and the role of advertising in spreading English terminology.
What is the main research goal?
The goal is to illustrate how and why English has become a standard component of advertising in the German mobile phone sector, despite the availability of German alternatives.
Which scientific methodology does the author apply?
The author employs a descriptive and analytical approach, combining historical linguistic context with a practical analysis of marketing materials (slogans, websites, and tariffs) from four major mobile carriers.
What topics are covered in the main body?
The main body covers historical linguistic trends, the adaptation of loanwords, the dominance of English in European business, and specific case studies of T-Mobile, Vodafone, E-Plus, and O2.
Which keywords characterize this essay?
Key terms include Denglish, Anglicisms, Marketing, Globalisation, and Linguistic influence.
How does the author explain the use of "O2 can do" as a slogan?
The author notes that such English slogans are often chosen to project an image of international prestige, brevity, and modernity, and may even utilize literary devices like rhyme and alliteration to be more effective.
Do companies benefit from using English slogans?
According to the text, companies use English not necessarily because the consumer understands every word, but because of the "announcement effect" and the perceived international or progressive character conveyed by the English language.
- Quote paper
- Sonja Sickert (Author), 2006, Aspects and implications regarding the use of English in Germany with respect to the German culture and advertising of mobile phone companies, Munich, GRIN Verlag, https://www.grin.com/document/62727
