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.
Inhaltsverzeichnis (Table of Contents)
- I. Introduction
- II. The effects of no English on German advertisement
- 1. Recognizability
- 2. Tradition
- 3. Locality
- 4. Technicality
- 5. Another dominating language
- 6. The German printing press
- III. The effects of English on German advertisement
- 1. English implies more
- 2. Technology
- 3. Internationality
- 4. American culture
- 5. Two poles
- 6. Two notions in one
- IV. The degree of English in German ads
- 1. Different levels
- 2. Keeping it simple
- 3. Compound Language
- 4. Word monsters
- V. Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper explores the effects of English on German advertisements, examining both the presence and absence of English in ads published in the German news magazine Der Spiegel. The analysis aims to demonstrate that English exerts a significant influence on German ads, even those that do not directly utilize English words. It also seeks to understand how the use of English in German advertising transcends typical associations with technology, modernity, or science, and how it contributes to the unique communicative landscape of advertising.
- The impact of English on German advertising
- The role of English in creating recognizability, tradition, and other cultural associations
- The relationship between English and German in advertising slogans and brand identities
- The linguistic strategies employed in the integration of English words and phrases into German advertisements
- The significance of language as a tool and symbol in advertising communication.
Zusammenfassung der Kapitel (Chapter Summaries)
- I. Introduction: The paper introduces the research topic by highlighting the surprising prevalence of English in German advertisements, exemplified by the use of English in slogans despite their seemingly unremarkable reception by German consumers. The paper outlines its primary objective to demonstrate the impact of English on German advertising, both directly and indirectly, and its aim to explore the complexities of language use in advertising communication.
- II. The effects of no English on German advertisement: This chapter investigates the contexts in which German advertisements avoid using English. It discusses how the absence of English can contribute to recognizability, particularly in the case of long-established slogans and brand names. It also explores how German-only slogans can convey a sense of tradition, as seen in advertisements promoting industries like coal mining and wine-making.
- III. The effects of English on German advertisement: This chapter delves into the specific ways English influences German ads. It examines how English can suggest notions of modernity, internationality, and American culture. The chapter also explores the use of English in creating contrasting effects, representing two different poles or perspectives in a single message.
- IV. The degree of English in German ads: This chapter examines the various levels of English integration in German advertisements, ranging from single English words to blended German-English phrases and complex "word monsters". It explores the strategic choices advertisers make in using English and the creative linguistic adaptations employed in incorporating English into German ads.
Schlüsselwörter (Keywords)
This paper explores the linguistic landscape of German advertising, focusing on the influence of English. Key topics include: the effects of English on German advertisement, the role of language in creating brand identity, the use of English to convey cultural associations, the development of hybrid language forms, and the communicative strategies employed in advertising.
- Arbeit zitieren
- Michael Helten (Autor:in), 2005, The Effects of English on German Advertisement, München, GRIN Verlag, https://www.hausarbeiten.de/document/57032
