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  1. 2 Germanica Wratislaviensia

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  1. 2 Stypa H.

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  1. 1 2014

  2. 1 2013

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Bluetooth, EcoLine, Woooooow! und mehr. Zu Gebrauch und Funktionen von Anglizismen in der deutschen Anzeigenwerbung

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Stypa H.
Germanica Wratislaviensia
|
2014
|
vol. 139
309 - 322
EN
The language of advertising is both strongly formalized and instrumented. All of its components are aimed towards the main goal of all advertising campaigns — persuasion. In order to ensure a desirable level of effectiveness, different types of linguistic means are applied. On a lexical level, they are for instance foreign language borrowings. The above article is devoted to Anglicisms in advertisements appearing in a weekly magazine Der Spiegel. The following research questions have been attempted: In advertisements of which products are Anglicisms frequently used? In which part of the message do they appear most often (headline, text body, slogan)? What form do they take (single lexemes, word groupings, or sentences)? This work has also been aimed at defining the functions of the extracted linguistic entities (among others, attracting the receiverʼs attention to the message, increasing attractiveness of the message, evoking positive associations connected with a given product, creating the undertone of modernity, openness and relevance to the outside world).
2

Das politische Ritual in den Propagandatexten des Dritten Reiches am Beispiel ausgewählter Reden von Adolf Hitler

100%
Stypa H.
Germanica Wratislaviensia
|
2013
|
vol. 137
65 - 75
EN
Manipulation through language is often used by totalitarian regimes to bind and control their sub­jects. It works on many levels, as it may influence the thoughts, beliefs, attitudes and behaviour of the language users. It is usually achieved due to a specific phrasal and structural uniformity of the language which becomes part of the political ritual. The language of the ‘Third Reich’ was a power­ful manipulation tool used by National Socialists. This article deals specifically with the description of the characteristic features of the political ritual in language. Adolf Hitler’s speeches have been analysed to illustrate the problem. The structural, pragmatic, stylistic, and informative aspects of the selected speeches have been discussed.
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