im PublikationsserverTitelangaben
Ronneberger-Sibold, Elke:
Serail, Hanami und Kalinka-Malinka : Stereotype fremder Kulturen in deutschen Markennamen.
In: Acke, Hanna ; Vujcic, Nikola (Hrsg.): Sprache - Kultur - Kommunikation. Festschrift für Christopher M. Schmidt zum 65. Geburtstag. -
Berlin : Lang, 2025. - S. 437-446. - (Finnische Beiträge zur Germanistik ; 39)
ISBN 978-3-631-91199-0 ; 3-631-91199-8
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Kurzfassung/Abstract
The use of foreign languages such as Latin, English, French, Italian, and Spanish has always been common in German brand names. An important aim is a transfer of positive cultural stereotypes related to these languages and the respective countries onto the products in the consumers’ minds. However, in a rather small number of brand names, further languages occur, such as the Scandinavian ones, Russian, and a number of languages from all over the world considered “exotic”, e.g., Arabic, Chinese, Japanese, and different African languages. This paper investigates (1) the motives for choosing these languages in German brand names, and (2) the cues German language users may use to identify them. It turns out that, in both respects, cultural and linguistic stereotypes play an even greater role than with brand names in the “common” foreign languages, because German language users are less familiar with, e.g., China and Chinese than with, e.g., France and French. in contrast, in brand names designed for minorities living in Germany, such as the Turkish, their (or their ancestors’) native language in names for products in daily use stabilizes their identity as a social group.
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Weitere Angaben
| Publikationsform: | Aufsatz in einem Buch |
|---|---|
| Schlagwörter: | Markennamen, kulturelle Stereotype |
| Sprache des Eintrags: | Deutsch |
| Institutionen der Universität: | Sprach- und Literaturwissenschaftliche Fakultät > Germanistik > Emeriti |
| Begutachteter Aufsatz: | Ja |
| Titel an der KU entstanden: | Nein |
| KU.edoc-ID: | 36477 |
Letzte Änderung: 30. Mär 2026 08:05
URL zu dieser Anzeige: https://edoc.ku.de/id/eprint/36477/
