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1 Introduction 11 Problem definiton The English language has become such a great part of our culture in Germany that we hardly notice its presence Especially the way of communication in advertising is usually filled with English notions and slogans This assumption of the English by the German is literarily described as anglicism The Duden - Das gro1098e Fremdw1046rterw1046rterbuch declares this approach as the 1101bertragung einer f1069r das britische Englisch charakteristischen Erscheinung auf eine nicht englische Sprache im lexikalischen od syntaktischen Bereich sowohl f1044lschlicherweise als auch bewusst zB jmdn feuern jmdn hinauswerfen engl to fire1 Generally speaking this linguistic phenomenon describes the English way of expressing something in an other language According to the actual discussion in the public the relation between this assumption of the English by German especially in the way of doing advertising is not balanced The objective of the following analysis is to determine the customer9570s acceptance of this development Is the constant application of English notations necessary and useful or is it just an act of disturbance instead of being profitable for the companies In which way does the buyer accept this tendency or is it time to protect the classic culture of Goethe and Schiller against the influences of the American and Britain English In 1997 the Verein Deutsche Sprache eV VDS was established in D1069sseldorf and according to the statute one of their aims is to prevent successfully the circulation of English words in the German language2 Since the foundation the number of members approx 11000 members Germany-wide is increasing constantly and I interpret this as one indicator for the changing consciousness in our society Our neighbours in France went one step further and introduced the Loi Toubon for language in public This law named by the former Minister of culture Mr Jaques Toubon prohibits the publication in a foreign language without a translation in letters as big as the original ones Up to now 15
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