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| Author: | Einbeck, K. |
| Title: | Mixed messages : English in German advertising |
| Journal: | Journal of Language for International Business
2004 : VOL. 15:1, p. 41-61 |
| Index terms: | ADVERTISING AUSTRIA GERMANY LANGUAGES SWITZERLAND |
| Language: | eng |
| Abstract: | The mixture of English and German found in print advertisements in Austria, Germany and Switzerland is investigated in this article. To show that English has been apropos for particular and novel use, the author´s show examples from signs and newspapers to demonstrate the instrumental and affective reasons for this code-switching fact. |
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