On the Effects of English Elements in German Print Advertisements Dissertation an der Fakultät für Sprach- und Literaturwissenschaften der Ludwig-Maximilians-Universität München vorgelegt von Stephanie Rech aus München 2015 Erstgutachterin: Prof. Dr. Angela Hahn Zweitgutachter: Prof. Dr. Hans-Jörg Schmid Datum der mündlichen Prüfung: 20.07.2015 I dedicate this thesis to my parents. Acknowledgements This doctoral thesis would not have been written without the kind support of a number of people. First and foremost I would like to express my deepest gratitude to my supervisor Prof. Dr. Angela Hahn, who encouraged me after my Magisterarbeit to pursue the most nagging of the newly raised questions in a dissertation. I thank her for always making time and providing the perfect kind of support at every stage of the project: be it an encouraging word, a critical view, a fresh perspective or a friendly ear. I also owe a lot to all the members of Prof. Hahn‘s research colloquium who regularly listened to and discussed my theses. The valuable feedback and kind help of Elena, Franz, Jan, Linda, María Victoria, Monika, Tanja (alphabetical order) was very much appreciated. During the initial stage of this project I greatly profited from the support of Prof. Dr. Felix Brodbeck. Participating in his research colloquium gave me deeper insights into the field of Economic and Organisational Psychology and strongly influenced my research focus and methodology. I especially thank Prof. Dr. Hans-Jörg Schmid, my second supervisor, for his valuable advise and active support. Recommending to collaborate with the StaBLab and to lend parts of my data to Prof. Dr. Helmut Küchenhoff for the statistisches Praktikum significantly improved this work. In this context I also want to mention the invaluable help of David Rügamer, who answered my many questions on statistical matters and provided the bench mark with his analyses of the first data sets. Apart from Prof. Hahn‘s excellent guidance, I am also very grateful that she suggested I apply for the LIPP (today: Class of Language of the Graduate School Language & Literature Munich), which additionally provided an intensive advisory program. I benefited from this outstanding program in so many ways. My thanks go to all members, coordinators (especially Dr. Caroline Trautmann) and fellow doctoral candidates who helped me on my way by providing valuable insights into their experiences and/or a helping hand whenever needed. I am also very grateful to Kathleen Rabl for proofreading and correcting this work. iv Without all the participants who generously took the time to take part in my surveys this project would not have been possible. I also thank everybody who provided suggestions for improvements on the questionnaires and the stimulus materials. Last, but certainly not least, I want to thank the most important people in my life, my family and friends, for keeping me going. I am deeply indebted to my parents and my husband who supported me in every possible way. v Table of Contents LIST OF TABLES!..................................................................................................ix LIST OF FIGURES!................................................................................................xii LIST OF ABBREVIATIONS!......................................................................................xiv ZUSAMMENFASSUNG!...........................................................................................xv I. Introduction!......................................................................................................1 II. Theoretical framework!....................................................................................8 1. English-German language contact!............................................................10 1.1. The role of English in Germany!...........................................................10 1.1.1.History of English-German language contact!................................10 1.1.2.English in Germany today!.............................................................13 1.2. Development of research interests in language contact!.....................17 1.3. Types of language contact phenomena!...............................................20 1.3.1.Lexical language contact phenomena!...........................................21 1.3.2.Discursive language contact phenomena!......................................27 1.4. Indicators of integration vs predictors of perceived Englishness!.........31 1.5. Perception-based approach: graphemic cues to Englishness!..............35 2. Visual word recognition in bilinguals!..........................................................39 2.1. Bilingual Interactive Activation Model (BIA) & BIA+!............................41 2.2. Predictors of visual word recognition!..................................................45 2.2.1.Features of the word!......................................................................45 2.2.2.Characteristics of bilingual language users!...................................49 2.2.3.Mechanisms of language control!...................................................54 3. Defining features of print advertisements!.................................................57 3.1. Communicative situation and participants!..........................................58 3.1.1.Mass media communication with the aim to persuade!..................58 3.1.2.Participants in advertising communication!....................................59 3.2. Structure of print advertisements!.......................................................63 3.2.1.Structural components of print ads!...............................................64 3.2.2.Structural domain dependency hierarchy of English elements!......70 3.3. Language use in advertisements: Advertising language?!...................71 3.4. Multimodality of print advertisements!................................................73 4. Processing of advertisements!....................................................................81 4.1. Perception and selective attention!......................................................81 vi 4.1.1.The role of involvement!.................................................................84 4.1.2.The role of emotions!......................................................................87 4.2. Evaluations and judgements!...............................................................90 4.2.1.The role of consumer categories!...................................................92 4.2.2.The role of brands!..........................................................................94 4.3. Processing of language vs processing of pictures!...............................97 5. Meaning in multilingual advertisements!..................................................102 5.1. Lexico-semantic representations in bilinguals: DFM!.........................102 5.2. Denotative and connotative meaning of English elements!...............106 5.3. Comprehension of English elements in advertisements!....................110 5.3.1.Comprehension - intended by advertisers or not?!.......................112 5.3.2.Predictors of comprehension!........................................................115 6. Functions of English in advertising!...........................................................118 6.1. Range of functions!............................................................................118 6.2. From connotations of English elements to language e"ects!.............120 6.3. Ethno-cultural stereotypes vs e"ects of international English!...........121 6.4. Socio-indexical functions!...................................................................123 6.5. Socio-psychological functions!...........................................................125 6.5.1.Internationalism, cosmopolitanism!..............................................127 6.5.2.Modernity!....................................................................................128 6.5.3.Hedonism!....................................................................................129 6.5.4.English as 'cool', 'trendy' and 'hip'!...............................................130 6.5.5.General attractiveness!................................................................130 6.6. Interdependencies of functions and advertisement content!.............131 7. Research questions!..................................................................................134 7.1. Research questions on perception of English items!..........................134 7.2. Research questions on e"ects of English elements in ads!................134 III. Empirical part!.............................................................................................136 8. Study on language decision in visual word recognition!...........................136 8.1. Research design!................................................................................136 8.1.1.Stimuli!..........................................................................................136 8.1.2.Procedure!....................................................................................139 8.2. Sample!..............................................................................................140 8.3. Analysis, results and interpretation!...................................................149 8.3.1.Predicting German Evaluations of Words of English Origin.!.........150 8.3.2.Predicting English Evaluations of Words of German Origin!..........154 8.3.3.Influence of personal factors on language