Language is not stable, it is a communication system used by human beings. As people and the environment they live in change and develop, it is natural for language to change and to get influenced, as well. The amount of English words in the German language increased highly since 1945 and especially since advertising plays an important role in our society. After the second World War the connection between Germany and the Western world got stronger and more intensive than it had been before. Especially the areas media, literature, music and theatre, but also politics, sports and economy have very high influences on the growing use of English words in German language.
The German Academy of Language in Berlin says that no more than five per cent lexical amount of anglicisms are existing in the German language. That, indeed, is not much, but this does not propose anything about how often these words are used in the every-day language. There are no concrete guidelines or laws about the usage of Anglicisms, and advertising agencies tend to plead that they only orientate on those English words which are already used by Germans. This has to be doubted thinking that the words mail express logistics finance, Stimulating Facial Freshener, or Concentrated Line Smoother are not always understood directly nor by many Germans. But the understanding of Anglicisms will not be the subject of this paper.
In my research paper I want to point out which influence the English language has on the language of advertising and how anglicisms are seen in our society. I refer to the audio-visual media (TV-advertisement) and try to conclude about the importance and influence of Anglicisms in general. In this paper the term Anglicism stands for English and American borrowings, as well.
To supply evidence for my thesis I give and analyse a few examples of advertising spots from the German channel ARD, and I also present my results of a questionnaire about “Anglicisms in the German language” which was filled in by 60 Germans. At the beginning I want to go into the terms “anglicism”, “language of advertising” and I point out the most important reasons for the usage of Anglicisms, to give the reader a clear view in which way these terms have to be looked at and dealt with in this paper.
Table of Contents
1 Introduction
2 The term “Anglicisms”
3 Language of Advertising
4 Reasons for Anglicisms in German Advertisement
5 Analysis of Spots
6 Analysis of the questionnaire
7 Conclusion
8 Bibliography
9 Appendix
9.1 Questionnaire „Anglizismen in der dt. Sprache“
9.2 Summary of questionnaire (in per cent)
9.3 List of TV-advertising spots
Objectives and Topics
This paper examines the influence of Anglicisms on the German language, specifically within the context of audio-visual advertising. It aims to determine how frequently English loanwords are utilized in German television commercials and how these terms are perceived by the German public regarding prestige, modernism, and linguistic necessity.
- Analysis of the prevalence and function of Anglicisms in German TV advertising.
- Investigation of social attitudes toward English loanwords among different age groups.
- Evaluation of the "AIDA" scheme and how English terminology supports marketing goals.
- Assessment of the linguistic impact of Anglicisms on everyday German communication.
Excerpt from the Book
1 Introduction
Ich habe vielleicht etwas Weltverbesserndes. Mein Leben ist eine giving-story. Ich habe verstanden, dass man contemporary sein muß, das future-Denken haben muß. Meine Idee war, die hand-tailored-Geschichte mit neuen Technologien zu verbinden. Und für den Erfolg war mein coordinated concept entscheidend, die Idee, dass man viele Teile einer collection miteinander combinen kann. Aber die audience hat das alles von Anfang an auch supported. Der problembewußte Mensch von heute kann diese Sachen, diese refined Qualitäten mit spirit eben auch appreciaten.[...]1
This quote of Jil Sander might be a very exaggerated example for Anglicisms in the German language, or for “Germarican” as Hermann Fink describes this mixture of English and German. Still, it gives a good introduction for my research topic to show that the English language has a high influence on today’s German, and that the image of America/England is of great importance in German advertisement.
Language is not stable, it is a communication system used by human beings. As people and the environment they live in change and develop, it is natural for language to change and to get influenced, as well. The amount of English words in the German language increased highly since 1945 and especially since advertising plays an important role in our society. After the second World War the connection between Germany and the Western world got stronger and more intensive than it had been before. Especially the areas media, literature, music and theatre, but also politics, sports and economy have very high influences on the growing use of English words in German language.
Summary of Chapters
1 Introduction: This chapter provides a foundational overview of the growing influence of the English language on German, using a quote from Jil Sander to illustrate the phenomenon of "Germarican".
2 The term “Anglicisms”: The author defines Anglicisms and categorizes them into types such as zero-substitutions, partial-substitutions, "Denglish", and pseudo-Anglicisms.
3 Language of Advertising: This chapter explores how advertising acts as an artificial communication system that shapes reality and trends by incorporating English terminology.
4 Reasons for Anglicisms in German Advertisement: The author analyzes why advertisers use Anglicisms, citing marketing schemes like AIDA, the desire to project modernity, and the need for international brand consistency.
5 Analysis of Spots: This section presents a empirical study of 14 TV commercials aired on ARD, measuring the frequency and context of English words found in these spots.
6 Analysis of the questionnaire: The results of a survey with 60 participants are analyzed to understand public opinion, comprehension, and the perceived prestige of Anglicisms.
7 Conclusion: The paper concludes that while Anglicisms have a significant impact on German, they should be used in moderation to maintain a balance between international style and linguistic clarity.
8 Bibliography: A list of academic sources and references used throughout the study.
9 Appendix: Contains the full questionnaire, a statistical summary of the survey results, and a detailed list of the analyzed television advertisements.
Keywords
Anglicisms, German Language, Advertising, Media, Marketing, Denglish, Pseudo-Anglicisms, Consumer Behavior, Modernism, Internationalization, Linguistics, TV Advertising, Loanwords, Communication, Brand Strategy
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on the increasing use of English loanwords, known as Anglicisms, within the German language and specifically evaluates their role and perception in the context of TV advertising.
What are the primary thematic areas explored?
The study covers linguistic definitions, the psychological mechanisms behind advertising slogans, the historical context of language change in Germany, and consumer reception of English terminology.
What is the main objective or research question?
The primary goal is to investigate how Anglicisms influence the German language and to conclude whether these influences are viewed positively or negatively by the public and advertisers.
Which scientific methods were employed?
The research uses a dual approach: a quantitative spot check of television commercials on the channel ARD and a survey (questionnaire) conducted among 60 individuals to gauge their personal opinions and understanding of Anglicisms.
What topics are discussed in the main body?
The main body treats the definition of terms, the theoretical background of advertising language, the reasons behind the adoption of English words, and the findings from the practical media and survey analysis.
What are the key terms that characterize this work?
Key terms include Anglicisms, advertising language, pseudo-Anglicisms, consumer perception, and the socio-cultural integration of English in the German-speaking world.
How does the author define “Denglish” in this context?
The author defines "Denglish" as a mixture of German and English sentences, phrases, or expressions, which deviates from standard forms in both languages.
What did the survey reveal about the usage of Anglicisms by different generations?
The survey indicated that younger generations, particularly those aged 7-15, are so accustomed to Anglicisms in media and technology that they often do not perceive them as foreign words at all.
Why do advertising agencies prefer English terminology according to the findings?
Agencies use these terms to suggest a modern, international, and "cool" lifestyle, which helps attract specific target groups and facilitate global brand campaigns.
- Quote paper
- Magistra Artium Claudia Stehr (Author), 2002, The importance and influence of anglicisms in german language and audio-visual advertising, Munich, GRIN Verlag, https://www.grin.com/document/73837
