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.
Table of Contents
1. Introduction
2. The Usage of English in German Advertising Slogans
2.1 Development of English Slogans in German Advertising
2.2. Function of English Slogans
3. A new trend in German Advertising
4. Conclusion
Objectives and Themes
The primary objective of this work is to investigate the historical development, functional role, and current trends regarding the usage of English-language slogans within German advertising, while analyzing whether the perceived "flooding" of Anglicisms is empirically supported.
- The historical rise of English slogans from the 1950s to the 2000s.
- The symbolic function of English as a cultural marker in advertising communication.
- Industry-specific variations in the adoption of English versus German language strategies.
- Consumer comprehension and the effectiveness of English versus native German slogans.
- The emerging counter-trend toward reclaiming German-language advertising.
Excerpt from the Book
2.2. Function of English Slogans
Those Anglicisms used in German advertising are not the common ones, but English slogans are rather a result of targeted language and thus represents a case of multilingual advertising communication (cf. Piller 2001). The decision for English or another foreign language is already made during the conception -and production of texts-phase. They specifically choose a foreign-language slogan. On the one hand to give the internationally marketed products and services a unified identity, on the other hand to make recourse within the national market to the symbolic associations to the relevant foreign language. (Schütte 1996, p.284-286)
A relationship with English slogans and certain product groups is repeated and determined for different language communities. Schütte says that fashion, technology, travel, cosmetics, alcohol and cigarettes are particularly “English receptive” industries, whereas in promotion of services, medicines and everyday consumer goods, German slogans are used. They are connected with rather traditional products (politics, food). (Schütte 1996, p.290-297) In certain areas, such as in political advertising, you can even call it a “foreign Language-talk taboo”. (Martin 2002 p.383)
The decisive factor is not (only) the communicative function of a foreign language, but (especially) their symbolic value. In this sense, English in advertising is a cultural symbol: it stands for certain stereotypical values and properties that the seller, the product or the recipient / target group are attributed with. (Cheshire & Moser 1994, p.451) Therefore, it is not surprising that many English slogans are not understood by the population. (cf. Thun 2003) But this is not primarily about the literal intelligibility of the message, but about the, through the foreign language triggered, associations - the language itself is the message. (cf. Androutsopoulos et al. 2004)
Summary of Chapters
1. Introduction: This chapter provides the foundation for the research, defining key terms such as "Anglicism" and outlining the historical and methodological basis for examining slogan usage in German media.
2. The Usage of English in German Advertising Slogans: This section details the historical progression of English in German advertising and analyzes the specific symbolic and communicative functions that these slogans serve for different product categories.
3. A new trend in German Advertising: This chapter discusses recent empirical evidence suggesting that consumers often struggle to understand English slogans, leading to a new trend where companies are returning to German-language advertising.
4. Conclusion: The concluding chapter synthesizes the research findings, confirming that while English is a vital international code for specific industries, the "flooding" of the market is sector-dependent and currently facing a reversal.
Keywords
Advertising, Slogans, Anglicisms, German Language, Marketing, Globalization, Consumer Behavior, Brand Recognition, Multilingualism, Symbolic Value, Media Industry, Language Trends, Comprehension, Communication Strategy, Empirical Research.
Frequently Asked Questions
What is the core subject of this research?
The work examines the integration of English-language slogans into German advertising, focusing on how and why companies use Anglicisms to shape brand identity.
What are the primary themes discussed?
Key themes include the historical increase of English usage, the symbolic value of foreign languages in marketing, industry-specific adoption rates, and current shifts in consumer understanding.
What is the central research question?
The research explores the evolution and effectiveness of English slogans in Germany and asks whether the significant increase in Anglicisms constitutes a problematic "flooding" of the market.
Which scientific methodology is employed?
The study relies on a content-analysis approach, evaluating historical data, existing empirical studies (such as those by Schütte), and the "Slogometer" database to track linguistic trends.
What topics are covered in the main section?
The main section covers the history of slogan development, the functions of English as a cultural symbol, consumer comprehension problems, and the impact of the advertising industry on language choice.
Which keywords define this work?
Essential keywords include Advertising, Anglicisms, Slogans, Marketing, Globalization, and Linguistic Trends.
Why did companies previously prioritize English over German?
Companies utilized English for its wide spectrum of associations, specifically linking products to concepts like innovation, modernity, internationality, and lifestyle.
What is the main finding regarding current advertising trends?
The study finds that due to poor consumer comprehension and the potential for misunderstanding, many brands are beginning to move away from English and back to German slogans.
- Quote paper
- Anna Theresa Wendel (Author), 2013, Anglicisms in German Advertising Slogans, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/279557
