To what extent are Anglicisms essential in German print advertisements?

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Anglicisms
  • Definitions and explanations
    • Foreign words
    • Anglicisms
    • Borrowings
    • Tokenistic Borrowing
  • History of the English language in the German-speaking world
  • Different types of Anglicisms
    • Necessary Anglicisms
    • Luxury Anglicisms
  • Importance of English in the German-speaking-world
• Advertisement
  • Definition & History
  • Objectives of advertisements
  • Components of advertisements and their functions
    • Slogan
    • Running Text
    • Images
  • Advertising language
• Anglicisms in advertisements and their importance
  • Analysis of examples print advertisements in the InStyle
  • Functions of Anglicisms in advertisements
    • Necessity, economic of language, shortage of words
    • local colour
    • "Coolness"
    • Peculiarity
    • Concealment and euphemism
    • Variation in expression
• Discussion: Pros and Cons of the use of Anglicisms in German print advertisements
• Supporters of Anglicism in advertisements
• Opponents of Anglicism in advertisements
• Summary

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis examines the significance and pervasiveness of Anglicisms in German print advertising by investigating their essentiality in this context. The research uses the fashion and lifestyle magazine InStyle as a representative case study to analyze the frequency and impact of Anglicisms on readers.

• The influence of the English language on German, including definitions, history, and different types of Anglicisms and borrowings.
• The characteristics and objectives of advertisements, with a focus on the language of advertising and the components of a typical print advertisement.
• The functions of Anglicisms in advertising, analyzing examples from InStyle magazine and exploring the motivations behind their use.
• The debate surrounding the use of Anglicisms in German print advertising, examining arguments from both proponents and opponents.
• The overall impact of English influence on the German language.

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter introduces the research topic and provides an overview of the thesis, highlighting the prevalence of Anglicisms in German print advertising and their potential impact on readers. The magazine InStyle is identified as the primary source of data for the study.
• Anglicisms: This chapter provides a comprehensive definition of Anglicisms and related concepts, including foreign words, borrowings, and tokenistic borrowing. It explores the history of the English language in the German-speaking world and analyzes different types of Anglicisms, distinguishing between "necessary" and "luxury" Anglicisms.
• Advertisement: This chapter explores the history, definition, and objectives of advertising. It examines the components of a typical print advertisement, including the slogan, running text, and images, and analyzes the language used in advertising.
• Anglicisms in advertisements and their importance: This chapter analyzes the role of Anglicisms in advertisements using examples from InStyle magazine. It examines the various functions of Anglicisms, including their potential for necessity, economic language use, enhancing "coolness," creating peculiarity, providing concealment or euphemism, and adding variation in expression.
• Discussion: Pros and Cons of the use of Anglicisms in German print advertisements: This chapter presents a discussion of the advantages and disadvantages of using Anglicisms in German print advertisements. It includes perspectives from both supporters and opponents of Anglicism in advertising.

Schlüsselwörter (Keywords)

The key themes and concepts explored in this thesis include Anglicisms, foreign languages, language development, advertising, German advertising, and print advertisements.