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
- The influence of English
- Altogether, in the second half of the former century American English was a major source of Anglicisms in the German language.
Objectives and Key Themes
This essay aims to explore the historical relationship between English and German, focusing on the role of English in German advertising, particularly within the mobile phone industry. It examines the reasons behind the prevalent use of English in this context, considering the perspectives of both advertisers and consumers. The essay does not aim to provide a comprehensive overview of marketing and advertising, but rather to analyze a specific phenomenon – the integration of English into German advertising, often referred to as "Denglish."
- Historical linguistic influences on the German language.
- The process of integrating and adapting English loanwords into German.
- The impact of English as a global language on German advertising and marketing.
- The role of cultural and political factors in shaping the use of English in Germany.
- Attitudes towards English among German consumers and advertisers.
Chapter Summaries
History of the German language: This section traces the historical development of the German language, highlighting various linguistic influences throughout its evolution. From early integration of Latin during Roman occupation and the medieval period, to the impact of French, and finally the significant and unprecedented influence of Anglo-American English in the latter half of the 20th century, the chapter emphasizes the multifaceted nature of linguistic borrowing and adaptation in German. The influence of wars, ideologies, cultural shifts, and technological advancements are cited as key drivers shaping the language's trajectory. The rapid and extensive influence of English in a relatively short time period is noted as a unique phenomenon.
The process of germanising foreign words: This section delves into the methods by which foreign words, including English loanwords, have been integrated into the German language. It examines the processes of adaptation, including changes in spelling and inflection, which sometimes obscure a word's origin. The chapter contrasts the direct translation of loanwords (e.g., "skyscraper" to "Wolkenkratzer") with the increasing trend of adopting original words with minimal adaptation (e.g., "airbag" becoming "Airbag"). The evolution of this practice, and its prevalence in different contexts such as politics and everyday language, is discussed.
The influence of English: This section focuses on the significant and growing influence of English loanwords in the German language. It details a substantial increase in anglicisms from the early 19th century to the year 2000. The chapter differentiates between British and American English influences, highlighting the impact of post-World War II events like the Marshall Plan and the presence of Allied troops. It also explores the role of international organizations such as NATO in disseminating English terminology. Furthermore, the chapter discusses the socio-cultural context, suggesting a possible correlation between the adoption of English and a perceived loss of German national identity following World War II, and citing the concept of "linguistic submissiveness".
Altogether, in the second half of the former century American English was a major source of Anglicisms in the German language.: This section examines the dominant influence of American English on German during the latter half of the 20th century. It links this linguistic trend to America's rise as a global superpower, impacting various spheres of German life, from politics and industry to science and media. The chapter also emphasizes the role of American culture (movies, music, television) in popularizing the "American way of life" and influencing language use. The rise of mass media advertising, largely dominated by US-based agencies, is identified as another significant factor contributing to the increased presence of English loanwords.
Keywords
German language, English language, loanwords, anglicisms, Denglish, advertising, marketing, mobile phone companies, cultural influence, linguistic influence, historical linguistics, German identity, American culture, globalization.
FAQ: A Comprehensive Language Preview - English and German Linguistic Influences
What is the main focus of this essay?
This essay explores the historical relationship between English and German, focusing specifically on the impact of English in German advertising, particularly within the mobile phone industry. It examines why English is so prevalent in this context, considering the views of both advertisers and consumers, and analyzes the phenomenon of "Denglish."
What are the key themes explored in the essay?
The essay covers historical linguistic influences on German, the integration and adaptation of English loanwords, the impact of English as a global language on German advertising and marketing, the role of cultural and political factors, and attitudes towards English among German consumers and advertisers.
What historical periods are examined?
The essay covers a broad historical span, from the early integration of Latin during the Roman occupation and the medieval period, through the influence of French, and finally the significant influence of Anglo-American English in the latter half of the 20th century. The rapid and extensive influence of English in a relatively short period is highlighted as a unique phenomenon.
How does the essay discuss the process of Germanizing foreign words?
The essay examines the methods used to integrate foreign words, including English loanwords, into German. It analyzes how these words are adapted, with changes in spelling and inflection often obscuring their origins. The essay contrasts direct translation with the increasing trend of adopting original words with minimal adaptation.
What is the significance of the influence of English?
The essay details a substantial increase in Anglicisms from the early 19th century to 2000, differentiating between British and American influences. It links this to post-World War II events (Marshall Plan, Allied troops), the role of international organizations (NATO), and socio-cultural contexts, including a potential correlation between English adoption and a perceived loss of German national identity.
What is the role of American English in the German language?
The essay emphasizes the dominant influence of American English in the latter half of the 20th century, linking this to America's rise as a global superpower and its impact across various aspects of German life. The role of American culture (movies, music, television) and US-based advertising agencies is also highlighted as contributing factors.
What are the key words used to describe the topics covered?
Key words include: German language, English language, loanwords, anglicisms, Denglish, advertising, marketing, mobile phone companies, cultural influence, linguistic influence, historical linguistics, German identity, American culture, and globalization.
What is Denglish?
Denglish is a term used to describe the integration of English into German advertising, which is a central theme of the essay.
What is the overall scope of the essay?
While acknowledging the broader field of marketing and advertising, the essay focuses specifically on the integration of English into German advertising as a significant linguistic and cultural phenomenon.
Where can I find more information on this topic?
Further research into historical linguistics, German sociolinguistics, and the history of advertising in Germany would provide additional context and depth to the information provided in this preview.
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- Sonja Sickert (Autor), 2006, Aspects and implications regarding the use of English in Germany with respect to the German culture and advertising of mobile phone companies, Múnich, GRIN Verlag, https://www.grin.com/document/62727
