NEN UND ANGLIZISMEN IN DER WERBESPRACHE
REMARKS ON THE FUNCTIONS OF LANGUAGE AND THE ANGLICISMS IN ADVERTISING

Summary/Abstract: The present study has the aim of providing a clear image on the way the anglicisms are influencing on the language functions in advertising. Thus, the anglicisms are presented focusing particularly on their role of contact keeping with the advertising message. This study illustrates an important use of specialized and ordinary anglicisms in the news magazine Der Spiegel. Important to note is the fact that the anglicisms in our examples are working for reinforcing the phatic function of the approached messages and highlight their great potential to draw attention to the message.

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