Werbesprache im Kultur- und Sprachkontakt

This exploratory study addresses an object that has not been examined so far: (mostly) Russian-language advertising newspapers as an advertising medium in Germany. The study analytically examines characteristic – especially structural – features of hybrid (Russian and German) advertisements and thereby contributes to the research of one context area of life-worldly bilingualism of Russian speakers. Overall, the examined advertising newspapers show little professionalism – for obvious reasons, especially due to their communication background. Their prototypical feature consists of a colorful combination of both languages, Russian and German, and both writing systems, Cyrillic and Latin, which constitutes their advertisement style. It is not yet clear if and how these various manifestations of hybridity are used intentionally as an advertisement strategy or – with regard to the linguistic competences and needs of the target audience – simply serve as a means to ensure understanding of country-specific circumstances. The empirical data mostly suggests the latter

Art · Linguistic Education and Pedagogy · Linguistic research and analysis · Linguistics, Language Diversity, and Identity

• Gabler Wirtschaftslexikon

  Open Access•Springer Fachmedien Wiesbaden Springer Fachmedien Wiesbaden•Gabler Wirtschaftslexikon•2019

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