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English Expressions in the German Language Used as a Marketing Tool
[Anglicismy v němčině jako nástroj marketingu]

Author

Listed:
  • Jaroslav Březina
  • Lenka Kalousková

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.

Suggested Citation

  • Jaroslav Březina & Lenka Kalousková, 2010. "English Expressions in the German Language Used as a Marketing Tool [Anglicismy v němčině jako nástroj marketingu]," Acta Oeconomica Pragensia, Prague University of Economics and Business, vol. 2010(1), pages 79-82.
    • Handle: RePEc:prg:jnlaop:v:2010:y:2010:i:1:id:296:p:79-82
    DOI: 10.18267/j.aop.296
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