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Anglizismen in Werbeslogans: Eine Untersuchung zur Integration, Häufigkeit und Funktionalität anhand zweier deutschsprachiger Printmedien

Anglizismen in Werbeslogans: Eine Untersuchung zur Integration, Häufigkeit und Funktionalität anhand zweier deutschsprachiger Printmedien

          
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About the Book

Magisterarbeit aus dem Jahr 2007 im Fachbereich Germanistik - Linguistik, Note: 1,3, Ruhr-Universität Bochum, Sprache: Deutsch, Abstract: 1 Einleitung "Englisch ist heute die Lingua Franca der Welt und damit die Hauptquelle für die neuen Wörter in vielen anderen Sprachen." (Zimmer, Dieter 1997: 33) Angesichts der wachsenden Popularität der USA ist es nicht verwunderlich, dass die moderne deutsche Sprache Wortentlehnungen aus dem angloamerikanischen Sprachraum äußerst aufgeschlossen ist. Neben Wirtschaft, Musikkultur, Medizin, Sport, Wissenschaft und Technik, bedient sich insbesondere die Werbebranche einer Vielzahl von Anglizismen. Zahlreiche Unter-nehmen setzen auf die englische Sprache, wenn es darum geht, ihre Zielgruppe anzusprechen. Von wenigen englischen Ausdrücken bis hin zu ganz in englischer Sprache gehaltenen Anzeigen reicht dabei die Spanne der Verwendung englischsprachigen Wortguts. Ziel der vorliegenden Arbeit ist es, englischsprachige Werbeslogans in der deutschen Anzeigenwerbung anhand von drei Hypothesen zu analysieren. Diese lauten wie folgt: Hypothese 1 (H1): Anglizismen in Werbeslogans besitzen meist einen schwachen Integrationsgrad. Hypothese 2 (H2): Die Anzahl an Anglizismen in Werbeslogans ist seit 2003 gestiegen. Hypothese 3 (H3): Bei Slogans gilt generell "das Prinzip der mehrfachen Wirkungsweise". Als Grundlage der Untersuchung liegen 83 Werbeslogans aus jeweils vier Ausgaben der Zeitschriften "Der SPIEGEL" und "Glamour" der Jahrgänge 2003 und 2007 vor. Das dort verwendete englische Sprachmaterial soll sowohl synchronisch als auch etymologisch untersucht werden, um dadurch den Integrationsgrad des Wortes darzustellen. Aufgrund des zeitlichen Rahmens dieser Arbeit, können die daraus entstandenen Resultate jedoch nicht repräsentativ, sondern nur exemplarisch präsentiert werden. [...]


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Product Details
  • ISBN-13: 9783640140091
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 127 gr
  • ISBN-10: 3640140095
  • Publisher Date: 23 Aug 2008
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Sub Title: Eine Untersuchung zur Integration, Häufigkeit und Funktionalität anhand zweier deutschsprachiger Printmedien
  • Width: 148 mm


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