English Expressions in the German Language Used as a Marketing Tool

Anglicismy v němčině jako nástroj marketingu

Jaroslav Březina and Lenka Kalousková

Acta Oeconomica Pragensia, 2010, vol. 2010, issue 1, 79-82

Abstract: Denglisch, sometimes spelled Denglish, describes a language based on German grammar that includes a jumble of English and pseudo-English idioms. It is used in all German-speaking countries. Denglish owes its existence in part to the cultural predominance of the English language in pop music and the international computer slang. In German commercials, English advertising claims are very trendy but also confusing because of poor understanding. In Germany, some people object to this "invasion" of English words, and view it as the "bad" influence of English on contemporary German. But such objections seem to have only little chance of stopping this trend.

Keywords: Denglish; German commercials; advertising agency; marketing tool (search for similar items in EconPapers)
Date: 2010
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DOI: 10.18267/j.aop.296

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