Статья: Специфика использования английского языка в немецком рекламном дискурсе.

Артикул: phil0093

Год написания: 2018

Количество страниц: 4

200 руб.


Abstract. The author studies the problem of English influence on the German advertising in the modern world as a natural process, caused by the peculiarities of the advertising discourse. The aim of advertising to attract consumers and sell the goods and services necessitates the creation of unique and memorable texts that allow one to stand out among many competitors. The use of English elements in the German advertising discourse allows creating the effect of internationality, modernity and prestige of the product, which is why this phenomenon is most typical for advertising status items: cars, brand clothes, cosmetics, equipment, etc. At the same time, attempts are made to smooth out differences in English and German, expressed in the assimilation of foreign language elements at different levels of the language. A particularly important role in the advertising campaign is played by slogans, which should be vivid, short and harmonious. Not surprisingly, the German market has a significant number of both English-language and mixed slogans. At the same time, regularly conducted surveys of the target audience indicate certain difficulties among Germans with an understanding of the meaning of English elements in slogans, despite their attractiveness and preference for German ones. To study the situation, the data of the site slogans.de, containing an extensive database of advertising slogans, as well as information on the frequency of use of certain words in them, was analyzed. In the last decade, there has been a significant increase in the use of Anglicisms in slogans, however, German words occupy most of the leading positions. It is concluded that English language strongly influences the German advertising discourse, and this trend will continue in the near future.

Key words: advertising, discourse, English, German.


В литературе встречается множество определений дискурса, существует большое количество подходов к его пониманию и классификации. Под рекламным дискурсом условимся понимать «комплекс текстовых, изобразительных, аудио- и видеоматериалов, которые своей целью ставят побуждение потребителя товаров, услуг или идей к определенному действию (покупке, участию или осуществлению намерения)» [1, с. 31]. В данном определении находит отражение разнообразие современных видов рекламы и прагматическая установка рекламного дискурса.