An Analysis of How Socio-demographic Variables Affect the Perception of English in German Advertising - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook An Analysis of How Socio-demographic Variables Affect the Perception of English in German Advertising write by Henry Quevedo. This book was released on 2019-04-10. An Analysis of How Socio-demographic Variables Affect the Perception of English in German Advertising available in PDF, EPUB and Kindle. 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.
The Effects of English on German Advertisement
The Effects of English on German Advertisement - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Effects of English on German Advertisement write by Michael Helten. This book was released on 2010-02-03. The Effects of English on German Advertisement available in PDF, EPUB and Kindle. 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.
Foreign Languages in Advertising
Foreign Languages in Advertising - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Foreign Languages in Advertising write by Jos Hornikx. This book was released on 2019-12-17. Foreign Languages in Advertising available in PDF, EPUB and Kindle. 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.
Sociological Abstracts
Sociological Abstracts - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Sociological Abstracts write by Leo P. Chall. This book was released on 1999. Sociological Abstracts available in PDF, EPUB and Kindle. 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.
English in the German-speaking World
English in the German-speaking World - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook English in the German-speaking World write by Raymond Hickey. This book was released on 2019-12-05. English in the German-speaking World available in PDF, EPUB and Kindle. A collection of studies on the role of English in German-speaking countries, covering a broad range of topics.
