POJEDINI ANGLICIZMI U SRPSKIM REKLAMAMA
SOME ANGLICISMS IN SERBIAN ADVERTISEMENTS
Author(s): Milan D. Živković, Jelena LauševSubject(s): Language studies, Language and Literature Studies, Economy, Marketing / Advertising
Published by: Fakultet za pravne i poslovne studije dr Latar Vrkatić
Keywords: anglicisms; marketing; advertisements; quality of knowledge; languages in contact
Summary/Abstract: English has long been established as the language of international communication (lingua franca) while influencing other languages, including Serbian. Therefore, anglicisms are the natural consequence of English and Serbian being in contact. This paper shows to what degree English as the language of marketing influences the language used in some Serbian advertisements. This influence may be identified via the use of anglicisms while the main evaluation instrument is the degree of justification. Together with examples from the research, this paper aims to provide answers to the following questions: (1) What is global language and lingua franca? (2) What are the characteristics of English for marketing? (3) To what degree does English influence Serbian advertisements and what are the types of anglicisms in Serbian advertisements? (4) Is the use of anglicisms justified? (5) Which conclusions could be drawn from the research?
Journal: Civitas
- Issue Year: 14/2024
- Issue No: 02
- Page Range: 111-135
- Page Count: 25
- Language: English, Serbian
