Werbeanzeigen aus den Osijeker deutschsprachigen Zeitungen Die Drau und Slavonische Presse als Sprach- und Kultur(ver)mittler im späten 19. und frühen 20. Jahrhundert
Advertisements from the Osijek German-language newspapers Die Drau and Slavonische Presse as mediators of language and culture in the late 19th and early 20th centuries

Author(s): Ivana Šarić Šokčević, Ivana Jozić
Subject(s): Media studies, Applied Linguistics, Sociolinguistics, 19th Century, Pre-WW I & WW I (1900 -1919), Marketing / Advertising
Published by: Društvo germanista u Bosni i Hercegovini (DGuBiH) / Germanistenverband in Bosnien-Herzegowina (GViBH)
Keywords: Osijek; German-language newspapers; language mediation; culture; 19th century; 20th century;
Summary/Abstract: This article examines the advertisements in the German-language newspapers of Osijek Slavonische Presse and Die Drau in the late 19th and early 20th century. At that time, the German language was considered the “prestigious language” of the upper classes of the society of Osijek and it took on the role of a link between different ethnic groups. Along with the newspaper Die Drau, the newspaper Slavonische Presse represents one of the most important German-language newspapers, in which, among other things, mono- and bilingual advertisements were published. These were examined qualitatively in the present pilot study, and it was concluded that the advertisements reflect the status of the German language and allow interesting conclusions to be drawn about the linguistic and cultural landscape of Osijek of that time.

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