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 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 An Analysis on the Public Perception of the Tobacco Industry s Corporate Social Responsibility CSR Marketing Communications written by Alexander Nogolica and published by Diplomarbeiten Agentur. This book was released on 2012-02-01 with total page 129 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Introduction: Tobacco companies strive for the status of good corporate citizens. However, they need to accept that they are fighting on a different legitimacy battlefield: they practice CSR for the mere right to exist. (Palazzo & Richter, 2005) When scanning the trends within the business environment throughout the past decade, a concept that has gained much attention is the increasing involvement of companies in Corporate Social Responsibility (CSR). Companies started to increasingly address and demonstrate their commitment to CSR, yet many businesses struggle with this effort (Lindgreen & Swaen, 2010). More than ever before, corporations are investing a tremendous amount of resources in various social and environmental initiatives (Du et al., 2010). This trend illustrates that nearly 90% of all current Fortune 500 companies explicitly address CSR initiatives and there is an increasing number of companies that report and communicate their CSR involvement (Kotler & Lee, 2005; Crane et al., 2009). CSR as an academic theory and business tool has emerged as a consequence of corporate scandals due to an increasing number of unsafe products, environmental pollution, accounting frauds etc, and brought forward by transnational corporations realization to account for and redress their adverse impact on society (Hirschorn, 2004). Another driving force for companies CSR engagement is the increasing interest of the public in knowing what company stands behind the products and brands they market, using this knowledge to reward good and punish bad companies (Bowd and Harris, 2006). In a research conducted by Cone (2007), 87% of American consumers are likely to prefer a brand that is linked with a good cause (Du et al., 2010), which implies a common need for companies to address and communicate CSR related initiatives. Whereas many companies rely on proactive CSR communication, for instance cause related marketing strategies such as Krombacher Beer s Klimaschutz Projekt, or CSR integrated advertising messages like BP or EON, a great number of companies trust in a more inward CSR communication through e.g. its corporate websites with the focus to inform mainly non-governmental organisations (NGO s) or other specific stakeholder groups (Hirschland, 2005). This divergence with respect to approaches and adapting CSR communication appears to arise from a perceived sensitiveness of the CSR issue as well as a general ambiguity and lack of [...]
Download or read book United Colours United Opinions United Cultures Are Consumer Responses to Shock Advertising Affected by Culture A Case Study on Benetton Campaigns Under Oliviero Toscani Examining German and English Responses written by Kerstin Holz and published by GRIN Verlag. This book was released on 2007-08 with total page 113 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: First class, University of Birmingham, 55 entries in the bibliography, language: English, comment: This thesis analyses the impact of culture on the perception of advertising. I chose to compare and contrast English and German repsonses to Benetton campaigns under Toscani. The research process included secondary research as well as primary research. Primary research consisted of focus groups in both countries as well as questionnaires. Chi-square anlaysis was used as one method of analysing the gather data next to content analysis., abstract: This research aimed to show whether responses to shock advertising campaigns are influenced by culture The aim and objectives for this research included to analyse the techniques and impact of shock advertising, evaluate the cultural characteristics of Germany and England in relation to the perception of advertising, analyse the impact of four selected campaigns on Benetton's financial performance and to critically evaluate the extent to which culture influences the acceptance of shock advertising through focus groups/questionnaires. The gathered data from questionnaires and focus groups was then compared and contrasted against the findings from secondary sources as well as against each other. The comparison of the three types of research showed that differences between both cultures exist. Both countries have different approaches towards the Benetton campaigns: Germany strategically and England emotionally. This does not necessarily mean they respond differently to them, although research has shown that, as opposed to data gathered in the secondary literature, Germany responded more tolerantly and openly to the campaigns than expected, whereas England, expected according to the secondary literature to understand advertising based on creativity, did just the opposite. Th
Download or read book The importance and influence of anglicisms in german language and audio visual advertising written by Claudia Stehr and published by GRIN Verlag. This book was released on 2007-05-13 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2002 in the subject English Language and Literature Studies - Linguistics, grade: 1,3, Technical University of Braunschweig (Englisches Seminar), course: Language in Advertisment, language: English, abstract: 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.
Download or read book English in the German speaking World written by Raymond Hickey and published by Cambridge University Press. This book was released on 2019-12-05 with total page 437 pages. Available in PDF, EPUB and Kindle. Book excerpt: A collection of studies on the role of English in German-speaking countries, covering a broad range of topics.
Download or read book Linguistics and Language Behavior Abstracts written by and published by . This book was released on 2001 with total page 634 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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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 206 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 Sociological Abstracts written by Leo P. Chall and published by . This book was released on 1999 with total page 768 pages. Available in PDF, EPUB and Kindle. Book excerpt: CSA Sociological Abstracts abstracts and indexes the international literature in sociology and related disciplines in the social and behavioral sciences. The database provides abstracts of journal articles and citations to book reviews drawn from over 1,800+ serials publications, and also provides abstracts of books, book chapters, dissertations, and conference papers.
Download or read book Dissertation Abstracts International written by and published by . This book was released on 1989 with total page 526 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Social Science Research written by Anol Bhattacherjee and published by CreateSpace. This book was released on 2012-04-01 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is designed to introduce doctoral and graduate students to the process of conducting scientific research in the social sciences, business, education, public health, and related disciplines. It is a one-stop, comprehensive, and compact source for foundational concepts in behavioral research, and can serve as a stand-alone text or as a supplement to research readings in any doctoral seminar or research methods class. This book is currently used as a research text at universities on six continents and will shortly be available in nine different languages.
Download or read book Bulletin of the Atomic Scientists written by and published by . This book was released on 1966-06 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Download or read book Language and Language Behavior Abstracts written by and published by . This book was released on 1982 with total page 852 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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Download or read book English as a Global Language written by David Crystal and published by Cambridge University Press. This book was released on 2012-03-29 with total page 227 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written in a detailed and fascinating manner, this book is ideal for general readers interested in the English language.
Download or read book Bibliography of Social Science Periodicals and Monograph Series written by United States. Bureau of the Census. Foreign Demographic Analysis Division and published by . This book was released on 1965 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt:
