Abstract:

In a world characterized by globalization and transculturation advertising appears to be a phenomenon that is not only omnipresent and seduces us with the promise of happiness and ideal images into plastic (illusory) worlds, but is also increasingly being hailed as a popular form of art whose effect is characterized by sophisticated forms of rhetoric as well as a suggestive and manipulative language of imagery. Professional and in particular foreign languages form an integral part of the linguistic and stylistic repertoire of advertising language. The study is thus divided into two sections: The first part of the study presents the linguistic and stylistic repertoire (technical language, youth language, dialect, foreign languages (Anglicisms)) of the advertising language. The second part of the study includes an exemplary analysis of Turkish and German or German-language advertisements with regard to the use of Anglicisms.

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