To what extent are Anglicisms essential in German print advertisements?

Analysis by the means of advertisements found in the German InStyle

Bachelor Thesis , 2018 , 54 Pages , Grade: 1,0

Communications - Specialized communication

This thesis analyses both the omnipresence and importance of both Anglicisms in advertisement by assessing their extent for essentiality for German print advertisements. The fashion and lifestyle magazine InStyle was chosen as a representative in order to analyse the number of Anglicisms and their effects on the reader. The first section will deal with the influence of the English language on the German by defining the most critical terminology, analysing the history of the English language in Germany and how it became so influential.

Content Table

Introduction

1. Anglicisms
1.1 Definitions and explanations
1.1.1 Foreign words
1.1.2. Anglicisms
1.1.3 Borrowings
1.1.4 Tokenistic Borrowing
1.2 History of the English language in the German-speaking world
1.3 Different types of Anglicisms
1.3.1. Necessary Anglicisms
1.3.2 Luxury Anglicisms
1.4 Importance of English in the German-speaking-world

2. Advertisement
2.1 Definition & History
2.2 Objectives of advertisements
2.3 Components of advertisements and their functions
2.3.1 Slogan
2.3.2 Running Text
2.3.3 Images
2.4 Advertising language

3. Anglicisms in advertisements and their importance
3.1 Analysis of examples print advertisements in the InStyle
3.2 Functions of Anglicisms in advertisements
3.2.1 Necessity, economic of language, shortage of words
3.2.2. local colour
3.2.3 "Coolness"
2.3.4 Peculiarity
2.3.5. Concealment and euphemism
3.2.6. Variation in expression

4. Discussion: Pros and Cons of the use of Anglicisms in German print advertisements
4.1 Supporters of Anglicism in advertisements
4.2 Opponents of Anglicism in advertisements
4.3 Summary

5. Conclusion

6. Bibliography

Appendix

• College: Vienna University of Economics and Business (Department for Foreign Languages)
• Grade: 1,0
• Author: Helen von Diergardt (Author)
• Publication Year: 2018
• Pages: 54
• Catalog Number: V426966
• ISBN (eBook): 9783668795198
• ISBN (Book): 9783668795204
• Language: English
• Tags: Anglicism, Anglicisms, German advertisement, print advertisements, effects of anglicisms, foreign languages, language development, advertisement, history of Anglicisms