ZUR FUNKTION UND STRUKTUR VON WORTNEUBILDUNGEN IN DER DEUTSCHEN SPRACHE MIT SCHWERPUNKT AUF DIE VERWENDUNG VON ANGLIZISMEN
ABOUT THE FUNCTION AND STRUCTURE OF NEW WORD FORMS IN GERMAN WITH SPECIAL REFERENCE TO THE USE OF ANGLICISMS

Summary/Abstract: The study of linguistic borrowing as a result of language contacts has a very important role in the tradition of contact linguistics. Emerging of foreign words in one language is related to languages in contact, bilingualism, linguistic borrowing and purism. Every word borrowed from the English language, which has over time adapted and integrated itself into the German language system, is called anglicism. Lexicology is a branch of linguistics that studies lexemes as basic units for naming concepts and of the whole lexical treasure of one language. Word formation as part of lexicology explores ways of shaping and creating new expressions, i.e. new words. Both the German words, namely germanisms and the English words, so-called anglicisms, entered extensively the standard B/C/S language, with great influence on everyday use and lexical vocabulary. The term anglicism indicates the influence of English on other languages. This influence is reflected at several levels of language vocabulary, morphology, syntax, stylistics and phonology. Anglicisms prevail especially in the texts of advertising language, where only a few German words can be found sporadically. The language of the advertisement treats mainly the so-called "telegram style". The sentences are greatly shortened and reduced to the essentials, the specific vocabulary is simplified, the nominal expressions mostly offer some reminder, some value, and often expressed in comparative and superlative. But each language has its own specifics, its advantages and disadvantages. Manipulation of the consumers is a common place, because the advertisements are organized in such a way that they direct the consumers in a certain and desired direction. However, I believe that anglicisms enrich the language vocabulary of the German and also other languages, but one must bear in mind not to exceed the limit, which means that one needs to nurture and respect the its own native standard language.

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