Analysis Of Anglicism In German Advertising

With the development of technology and prosperity of culture in the USA, a mount of new things and concepts springs up. In Germany, to name these new things, especially the high-tech products, the English names are directly used. In other words, German absorbs amount of English new concepts in different ways. In the processing, foreign English words adapt to German language system, and blend in German in a certain degree. Some English words integrate into German without changing its spelling; some are partly or completely changed according to German language rules, then appear in the daily life.If we compare daily language with advertising language, we can easily find that German advertising language, especially advertising slogans, absorb more foreign English words. English advertising slogan can draw more attention, and attract more customers to buy advertising products. Nowadays, foreign English words are widely used in German advertising, yet compared with other fields, the blending degree is lower for foreign English words are spelled the same way as the original English words.We can draw two conclusions, firstly, foreign English words are concise and brief, can attract more attention of customers, so they frequently appear in advertising slogan. Secondly, foreign English words are blending into German through four word formation ways of German language system, but in advertising slogan, the blending degree is relatively low for they mostly appear in original English spelling. But as a matter of concern, the foreign English words in German advertising can’t be completely understood by German customers, sometimes customers’understanding deviate from the original intention. So some companies have to change the adverting slogans with foreign English words into German adverting slogan. Even so, the using frequency of foreign English words is high, the reason is that stylistic effect of foreign English words can be echoed with the conclusion 1 referred in the above point.