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Acceptance of Anglicism in the German advertising.
1 Introduction
1.1 Problem definiton
The English language has become such a great part of our culture in Germany that we hardly notice its presence. Especially the way of communication in advertising is usually filled with English notions and slogans. This assumption of the English by the German is literarily described as "anglicism". The "Duden - Das groъe FremdwЖrterwЖrterbuch" declares this approach as the "эbertragung einer fЭr das …
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…Press), 1996 (S.145)
9 Bohmann, Stephanie: Englische Elemente im Gegenwartsdeutsch der Werbebranche, Marburg (Tectum), 1996 (S. 256)
10 Kramer, Katharina: Sprache ist mehr als Verkaufshilfe, in: Welt am Sonntag vom 25.02.2001, Hamburg
11 Bohmann, Stephanie: Englische Elemente im Gegenwartsdeutsch der Werbebranche, Marburg (Tectum), 1996 (S. 19)
12 H.S./upo: Kampf um Schutz der deutschen Sprache, in: Welt am Sonntag vom 11.02.2001, Hamburg
13 Ogilvy, David: Ogilvy on advertising, DЭsseldorf (ECON-Verlag), 1984, (S.154)
14 Kramer, Katharina: Sprache ist mehr als Verkaufshilfe, in: Welt am Sonntag vom 25.02.2001, Hamburg
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