ANGLIZISMEN IN DER DEUTSCHEN MODE - UND WERBESPRACHE: GEBRAUCH, FUNKTIONEN UND AUSWIRKUNGEN
ANGLICISMS IN GERMAN FASHION AND ADVERTISING LANGUAGE: USAGE, FUNCTIONS AND EFFECTS
Author(s): Evelyn-Maria Sabo, Veronica CȃmpianSubject(s): Language and Literature Studies, Economy, Applied Linguistics, Sociolinguistics, Philology, Marketing / Advertising
Published by: EDITURA ASE
Keywords: Anglicisms; fashion advertising; advertising language; qualitative content analysis; brand communication; identity construction;
Summary/Abstract: This study analyzes the use of Anglicisms in German fashion advertising through a qualitative content analysis of selected fashion posters. The aim is to analyze the formal forms and communicative functions of English language elements in the advertising context. Methodologically, the study is based on the principles of qualitative content analysis according to Mayring. Anglicisms, in their various forms, are intended to appear modern and international, to convey prestige, and to contribute to the emotionalization of the advertising message. The results show that Anglicisms are not used arbitrarily in German fashion advertising but rather constitute a central strategic element of brand communication and serve as a symbolic tool for generating meaning and establishing fashion.
Journal: Synergy
- Issue Year: 22/2026
- Issue No: 1
- Page Range: 215-230
- Page Count: 18
- Language: German
