17/ The Study of the Perception of Code-switching to English in German Advertising

TITLE:  The Study of the Perception of Code-switching to English in German Advertising

DATE OF READING: 23 MARCH 2021
Author: Anna V. Zhiganova
Published: 14 December 2016
Name of the Academic Journal: ScienceDirect, "Procedia - Social and Behavioral Sciences" Volume 236, Pages 225-229
Source: https://doi.org/10.1016/j.sbspro.2016.12.011

Summary: The research highlights the increasing role of code-switching to English in the context of global transformations. A survey conducted among the German-speaking community was aimed at finding out what socio-cultural values English conveys and how native speakers perceive the presence of English-inserted elements in an advertisement. It showed that code-switching to English is considered a complex phenomenon that has both positive and negative aspects. Code-switching to English looks suitable and does not encounter any tension on the part of the audience.

Introduction: 1 paragraphs
Body: 3 paragraphs
Conclusion: 1 paragraph

Personal comment: I found journal very interesting because while learning both languages I thought it is worth to know how much influence the national language can have.

Vocabulary:

Overused -  used too much.
Example: The company's slogan has become one of the most overused catch phrases in recent memory.
Polish:  nadużywanie
German: überbeansprucht

Discursive - involving discussion.
Example: When the writer was drunk, he often talked for hours in a discursive manner.
Polish: urywkowy
German: diskursiv

Recipient -  a person who receives something.
Example: Former Nobel Peace Prize recipients include Jimmy Carter and Barack Obama. 
Polish: odbiorca, adresat
German: die Empfänger 

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