The Effects of English on German Advertisement

Business & Finance, Marketing & Sales
Cover of the book The Effects of English on German Advertisement by Michael Helten, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Michael Helten ISBN: 9783638515740
Publisher: GRIN Publishing Publication: July 1, 2006
Imprint: GRIN Publishing Language: English
Author: Michael Helten
ISBN: 9783638515740
Publisher: GRIN Publishing
Publication: July 1, 2006
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2005 in the subject Sociology - Consumption and Advertising, grade: 1,0, State University of New York at Stony Brook (Linguistics), course: Sociolinguistics Seminar, 3 entries in the bibliography, language: English, abstract: Gemanagte Dachfonds Die Office in your Pocket-Lösung Power ist nichts ohne Kontrolle To any native English speaker, the slogans above have to seem remarkable, mostly because of the obvious mix of English and German. What might be most remarkable about them, however, is the 'very lack of remarkability with which they are received' (KELLY-HOLMES 67) by German consumers when they are encountered as parts of magazine advertisements. Along with numerous other examples, these three items were extracted from the acclaimed weekly German news magazine 'Der Spiegel' in order to get a clear picture of which effects English has and which role it plays in German advertisement. This paper will argue that English has an effect on virtually all of the 114 ads examined in the Spiegel issues of 4/11 and 4/18 2005, even on the ones that do not contain any English themselves. Furthermore, it will show that the effect English has on German ads extends beyond the concepts usually related with English, like technology, modernity, or science. This is a finding similar to the one suggested by MARTIN in a study on English influences on French advertisements. In her study, she also stresses that the register of advertisement is a very special one due to its one-way form of communication (MARTIN 376). Since the hearer remains hearer and can never take over the floor, he is not required to have any active knowledge of the language used in ads. This way, language can become a tool and a symbol all by itself, while the content can become secondary - language can turn into a form without meaning. In how far this is true in the case of English in German ads will be a final concern of this paper.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2005 in the subject Sociology - Consumption and Advertising, grade: 1,0, State University of New York at Stony Brook (Linguistics), course: Sociolinguistics Seminar, 3 entries in the bibliography, language: English, abstract: Gemanagte Dachfonds Die Office in your Pocket-Lösung Power ist nichts ohne Kontrolle To any native English speaker, the slogans above have to seem remarkable, mostly because of the obvious mix of English and German. What might be most remarkable about them, however, is the 'very lack of remarkability with which they are received' (KELLY-HOLMES 67) by German consumers when they are encountered as parts of magazine advertisements. Along with numerous other examples, these three items were extracted from the acclaimed weekly German news magazine 'Der Spiegel' in order to get a clear picture of which effects English has and which role it plays in German advertisement. This paper will argue that English has an effect on virtually all of the 114 ads examined in the Spiegel issues of 4/11 and 4/18 2005, even on the ones that do not contain any English themselves. Furthermore, it will show that the effect English has on German ads extends beyond the concepts usually related with English, like technology, modernity, or science. This is a finding similar to the one suggested by MARTIN in a study on English influences on French advertisements. In her study, she also stresses that the register of advertisement is a very special one due to its one-way form of communication (MARTIN 376). Since the hearer remains hearer and can never take over the floor, he is not required to have any active knowledge of the language used in ads. This way, language can become a tool and a symbol all by itself, while the content can become secondary - language can turn into a form without meaning. In how far this is true in the case of English in German ads will be a final concern of this paper.

More books from GRIN Publishing

Cover of the book Shakespeare's 'Sonnet 127' and the mysterious 'Dark Lady' - An Analysis by Michael Helten
Cover of the book The implementation of Knowledge Management in the practice of international active Small and Medium-Sized Enterprises with the special aspect of motivation and commitment by Michael Helten
Cover of the book Realism featured in fantasy series:The portrayal of death by Michael Helten
Cover of the book Export of democracy to the arab world by Michael Helten
Cover of the book Somalia - A Model for Collapsed State by Michael Helten
Cover of the book Christian Perspectives On Abortion-Legislation In Past And Present by Michael Helten
Cover of the book Application of Parameters of Working Efficiency in Matters of Local Importance and Municipal Standards in European Countries by Michael Helten
Cover of the book Zentralbankinterventionen bei Liquiditätsschocks / Emergency Liquidity Assistance (ELA) by Michael Helten
Cover of the book Theater Missile Defense in Taiwan by Michael Helten
Cover of the book Victorian Poetry High and Low - Sammlung von Thesenpapieren by Michael Helten
Cover of the book The do-Periphrasis by Michael Helten
Cover of the book Itinerary planning and Venice: Cruise destination by Michael Helten
Cover of the book Das Theater als Mediensystem und Institution by Michael Helten
Cover of the book The Value Chain of the Volkswagen Group by Michael Helten
Cover of the book Implications of the Conceptual Metaphor 'Languages are Creatures' by Michael Helten
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy