Download or read book Advertising Slogans in English and German written by Felix-Daniel Ekberg and published by . This book was released on 2011 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Anglicisms in German Advertising Slogans written by Anna Theresa Wendel and published by GRIN Verlag. This book was released on 2014-08-26 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2013 in the subject English Language and Literature Studies - Linguistics, grade: 1,0, University of Trier, language: English, abstract: For quite some time, advertising is a gateway for anglicisms into the German language. The VDS (Verein Deutscher Sprache/ Association of German Language) also shares this opinion. They say that the main transmitters for anglicisms in Germany are the mass media and the advertising and entertaining industry. Although anglicisms belong to the most explored aspects of advertising language, there haven’t been many empirical studies yet. Their proportion in a temporal comparative and in connection with various product groups is rarely studied in the German-speaking area. Especially the researches of Dagmar Schütte and the database slogans.de offer a basis to investigate these questions. In this paper, it will be mainly referred to slogans since they appear in every kind of media and because they are the main representatives of the trends in the advertising language. First the evaluation of Schütte (1996), which reaches until 1991, should be checked. Then it should be examined whether the increase of English slogans continues onwards in the 1990s and the 2000s. Furthermore the sectoral distribution of English slogans will be analyzed. In order to provide a prospect to the future, this work will also contain a chapter about the new language trend in German advertising. Schütte defines an anglicism as a linguistic sign, consisting wholly or partly of English morphemes, regardless of whether it is connected to a common meaning in the English language usage or not. In the following, this definition is adopted, what means that the term anglicism is generally an English coined word or expression.
Download or read book The Effects of English on German Advertisement written by Michael Helten and published by GRIN Verlag. This book was released on 2010-02-03 with total page 45 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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-L sung 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.
Download or read book The language of advertising written by Pia Maria Eberle and published by . This book was released on 2003 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Dictionary Advertising Marketing written by C. Gruber and published by French & European Publications Incorporated. This book was released on 1995-01-01 with total page 309 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book An Analysis of How Socio demographic Variables Affect the Perception of English in German Advertising written by Henry Quevedo and published by GRIN Verlag. This book was released on 2019-04-10 with total page 54 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2018 in the subject English Language and Literature Studies - Linguistics, grade: 2,0, University of Würzburg (Neuphilologisches Institut – Anglistik und Amerikanistik), course: Bachelorarbeit, language: English, abstract: The research question of this thesis is how sociodemographic variables affect the perception of English in German Advertising. "English seems to be surrounded by an aura that the German language is apparently missing". With regard to advertising in Germany, it becomes difficult to disagree with this statement by Schlüter. For several decades anglicisms and English expressions have been used for promotional purposes in television-, print-, and online-advertising. "Professional Hair Care for you", "Powered by Emotion" and "Driven by Instinct" are only a few of the many popular slogans in Germany. The "aura" has been utilized by companies in multiple industries for many years resulting in a consistent growth in the number of anglicisms and English expressions used in the past. This quantitative increase has been exhibited by many researchers, most notably by Schütte. She concluded that from 1951 until 1991 the amount of anglicisms in the slogans, headlines and continuous texts of her corpus of print advertisements grew by over 400%. In her corpus Slogans featured an especially high increase of anglicisms, growing from 5 in 1951 to 153 in 1991. Meder came to similar realization, denoting a great increase of anglicisms used in selected German men’s and women’s magazines in the years 1983, 1993 and 2003. This trend of anglicisms and English expressions being incorporated into the German language – and also advertising – is presumed to continue with the number of expressions deriving from the English language increasing. Hence, the quantitative presence of the English language in German advertising is virtually undeniable. However, advertising is a form of communication in which the advertiser’s objective is to generate a certain attitude within the recipient towards the advertising object. Thus, it is of substantial value to understand who perceives advertising containing English in the way the advertiser wishes it to be perceived. Past studies that have dealt with the perception of English and anglicisms in advertising oftentimes merely focused on the factor of comprehension. Researchers concluded that the positive perception of English correlated with the person’s command of English. Hence, the question remains who perceives the "aura" of the English language in advertising and which variables influence their respective perception.
Download or read book Advertising as Multilingual Communication written by H. Kelly-Holmes and published by Springer. This book was released on 2016-01-11 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.
Download or read book Corning versus Schott Marketing advertising and use of adjectives in press releases written by Julian Kleemann and published by GRIN Verlag. This book was released on 2022-11-29 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2020 in the subject English Language and Literature Studies - Other, grade: 2,3, , language: English, abstract: How do Corning and Schott inform intended customers about their products? How do they influence the customer to purchase them? The two companies, both producers of glass and ceramics, one American, Corning, dating from 1851, and the other German, Schott, dating from 1884, have long commercial histories and have survived the forces of politics and economics as technological innovators. Each is internationally competitive in the field of cover glasses for portable electronic devises. Corning became dominant in this field as the developer of Gorilla Glass which has been used by Apple in the iPhone since 2007. Schott entered the cover glass market in direct competition with Corning in 2012. Schott, experienced with the production of ultra-thin glass (UTG) since the 1990’s, released its UTG products under the Xensation brand name, Up, Flex, and 3D. Marketing and advertising play vital roles in this process. The importance of language in marketing and advertising messages will be described and brand names and brand name slogans will be analyzed from a linguistic perspective. The impact of 1.5 billion World English speakers on Corning and Schott advertising messages, a term referring to the language and images used in any form of advertising will be considered. Companies use press releases to better inform customers about their products by providing greater details about the products. The analysis of the press releases will focus on the adjectives used as modifiers by Corning and Schott in a small case study. The focus on adjectives is important because adjectives distinguish the product, carry the most meaning about the product and can be used to create a positive image about the product for the intended customer. It is difficult to draw a representative conclusion based on the scope of the case study as only a small number of press releases were examined. However the analysis does reveal the values and attributes that each company attempts to communicate about their product. This paper will propose that Corning’s usage of adjectives differs from Schott’s usage of adjectives.
Download or read book Crossing Languages to Play with Words written by Sebastian Knospe and published by Walter de Gruyter GmbH & Co KG. This book was released on 2016-09-26 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: Wordplay involving several linguistic codes is an important modality of ludic language. This volume offers a multidisciplinary approach to the topic, discussing examples from different epochs, genres, and communicative situations. The contributions illustrate the multi-dimensionality, linguistic make-up, and the special interactive potential of wordplay across linguistic and cultural boundaries, including the challenging practice of translation.
Download or read book The Multimodal Analysis of Television Commercials written by Barry Pennock Speck and published by Universitat de València. This book was released on 2013-10-31 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Esta colección incluye una rica variedad de enfoques a los complejos entendimientos de los sureños con el cambio y los avances reflejados en la literatura, la historia y la cultura de esta región tan característica. Los colaboradores de ambas partes del Atlántico abordan viajes introspectivos de peregrinación literaria, arrojan nueva luz sobre la historia del movimiento de los derechos civiles, así como su reflejo en la literatura, analizan las transacciones desde la literatura hacia el cine, trazan las peregrinaciones religiosas tanto en la historia como en el cine, y siguen a un gran número de autores y personajes literarios en sus viajes a través del Sur o en su huida forzosa o voluntaria de él, en busca de otros lugares donde puedan hallar refugio o donde puedan sembrar las simientes de un nuevo comienzo.
Download or read book Thinking German Translation written by Margaret Rogers and published by Routledge. This book was released on 2020-04-22 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Thinking German Translation is a comprehensive practical course in translation for advanced undergraduate students of German and postgraduate students embarking on Master’s translation programmes. Now in its third edition, this course focuses on translation as a decision-making process, covering all stages of the translation process from research, to the ‘rewriting’ of the source text in the language of translation, to the final revision process. This third edition brings the course up to date, referencing relevant research sources in Translation Studies and technological developments as appropriate, and balancing the coverage of subject matter with examples and varied exercises in a wide range of genres from both literary and specialised material. All chapters from the second edition have been extensively revised and, in many cases, restructured; new chapters have been added—literary translation; research and resources—as well as suggestions for further reading. Offering around 50 practical exercises, the course features material from a wide range of sources, including: business, economics and politics advertising, marketing and consumer texts tourism science and engineering modern literary texts and popular song the literary canon, including poetry A variety of translation issues are addressed, among them cultural differences, genre conventions, the difficult concept of equivalence, as well as some of the key differences between English and German linguistic and textual features. Thinking German Translation is essential reading for all students seriously interested in improving their translation skills. It is also an excellent foundation for those considering a career in translation. A Tutor’s Handbook offers comments and notes on the exercises for each chapter, including not only translations but also a range of other tasks, as well as some specimen answers. It is available to download from www.routledge.com/9781138920989.
Download or read book English in Marketing written by Sylva-Michèle Sternkopf and published by BoD – Books on Demand. This book was released on 2005-09-30 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: What measures do German SMEs take to successfully present themselves on the international market place? In contrast to larger groups, where dedicated communication departments cooperate closely with renowned advertising agencies to disseminate the marketing message and to reach exactly the right target groups, corporate communication in medium-sized companies is often characterised by ad-hoc decisions, tight budgets and a lower esteem for the value of professional communication. This empirical survey investigates “International Communication Strategies in SMEs”, uncovers reasons and consequences of this approach, illuminates the role of the English language in international marketing and provides tangible tips what SMEs can do to improve their international market presence.
Download or read book Foreign Languages in Advertising written by Jos Hornikx and published by Springer Nature. This book was released on 2019-12-17 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.
Download or read book The Linguist written by and published by . This book was released on 2003 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Position of the German Language in the World written by Ulrich Ammon and published by Routledge. This book was released on 2019-08-08 with total page 684 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Position of the German Language in the World focuses on the global position of German and the factors which work towards sustaining its use and utility for international communication. From the perspective of the global language constellation, the detailed data analysis of this substantial research project depicts German as an example of a second-rank language. The book also provides a model for analysis and description of international languages other than English. It offers a framework for strengthening the position of languages such as Arabic, Chinese, French, Portuguese, Spanish and others and for countering exaggerated claims about the global monopoly position of English. This comprehensive handbook of the state of the German language in the world was originally published in 2015 by Walter de Gruyter in German and has been critically acclaimed. Suitable for scholars and researchers of the German language, the handbook shows in detail how intricately and thoroughly German and other second-rank languages are tied up with a great number of societies and how these statistics support or weaken the languages’ functions and maintenance.
Download or read book The German Language in the Digital Age written by Georg Rehm and published by Springer Science & Business Media. This book was released on 2012-08-28 with total page 86 pages. Available in PDF, EPUB and Kindle. Book excerpt: This white paper is part of a series that promotes knowledge about language technology and its potential. It addresses educators, journalists, politicians, language communities and others. The availability and use of language technology in Europe varies between languages. Consequently, the actions that are required to further support research and development of language technologies also differ for each language. The required actions depend on many factors, such as the complexity of a given language and the size of its community. META-NET, a Network of Excellence funded by the European Commission, has conducted an analysis of current language resources and technologies. This analysis focused on the 23 official European languages as well as other important national and regional languages in Europe. The results of this analysis suggest that there are many significant research gaps for each language. A more detailed expert analysis and assessment of the current situation will help maximise the impact of additional research and minimize any risks. META-NET consists of 54 research centres from 33 countries that are working with stakeholders from commercial businesses, government agencies, industry, research organisations, software companies, technology providers and European universities. Together, they are creating a common technology vision while developing a strategic research agenda that shows how language technology applications can address any research gaps by 2020.
Download or read book Globalization and the Future of German written by Andreas Gardt and published by Walter de Gruyter. This book was released on 2008-08-22 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is the world en route to becoming a linguistic colony of the United States? Or is this dramatic view an exaggeration, and there is no danger to linguistic diversity at all? The German language is at the center of an intensive debate on this issue. Its position in the world is under increasing pressure due to the growing importance of (American) English as the language of globalization. The articles in this volume deal with the national and international position of German in relation to English, language policies, the future of German as a language of science, German in the USA, and the intellectual and aesthetic dimensions of encountering a foreign language. They present critical assessments addressing the dangers for the future of languages other than English, as well as positions which perceive the growing importance of English as a challenge and resource rather than as a threat.
