PHRASEOLOGICAL ELEMENTS IN CONTEMPORARY ADVERTISING SLOGANS IN GERMAN

Abstract

This paper presents results of an analysis of 1,060 advertising campaign slogans on the German market from the late 20th and early 21st centuries. All analyzed slogans were very popular, while German speakers still remember them, and we are yet to see for how long.

The introductory part of the paper contains general information on advertising slogans and the language of advertising, while the next one offers a typology of phraseologisms found in German commercials.  The third part deals with various modifications of these slogans, which were made by their creators, who created puns hoping that the slogan and commercial will thus become more conspicuous, interesting or effective.

The final part of the paper summarizes the results of the analysis and point to the potential role of advertising slogans in teaching/learning German as a foreign language, and in particular at university level or advanced language courses. Finally, the paper suggests possible approaches to slogans in the process of localization of commercials and advertising campaigns.