Why is the Maga slogan so effective

Anglicisms in Advertising - Are They Really Effective?

English advertising slogans as a popular marketing tool

For years it has been popular in marketing circles to present English advertisements to the German audience. But is it really worth it or should it be better to avoid too many anglicisms?

In this article we show you the biggest misunderstandings that can arise when using English slogans and what you need to consider if you want to use them in the German market.


English advertising in the German market - can it work?

1. English slogans can cause confusion

The use of the English language in Germany is not only popular in everyday language - especially in the online area, for example, English terms such as “website” are more common than the German version “website”. But Anglicisms are also booming in marketing and are used as a real “weapon” in advertising.

But studies show that English advertising slogans can also be misunderstood and that English advertising can lead to confusion among German native speakers. There are some fun examples of how the original advertising message can be completely misinterpreted:

  • A Douglas advertising slogan has almost achieved cult status in marketing circles: Because “Come in and find out” can also be understood by Germans as “Come in and find out” instead of the original message: “Come in and find out more” .
  • Also the pun behind the well-known Lindt advertising slogan “Nice to sweet you” is not properly understood by many German consumers and tends to cause confusion.

Not all consumers in Germany have a good command of English and are therefore often unable to follow the latest advertising slogans. But despite a large proportion of the population who understand little English, Anglicisms are being used more and more - why is that?


2. Why anglicisms are so effective

The reason why so many Anglicisms are used in advertising is their effectiveness: A large number of Germans let themselves be blinded by slogans in the “world language” English - because for many, English exudes a certain authority.

In addition, advertising slogans in English are particularly memorable in connection with well-known advertising jingles and also convey a certain spirit of innovation.

Even if the exact wording is not exactly understood by many Germans - the effect of English advertising slogans is often positive in the end and reinforces their use.


How Anglicisms can be used effectively in advertising

In order to use English advertising slogans correctly, a few important points should be observed:

  • The English slogans should not be too long to avoid unnecessary confusion for non-native speakers.
  • The slogans should grab attention, but still be easy to understand in order to stay memorable.
  • It is important that, despite the creative formulation, the brand and product message remains clearly recognizable and is not too “watered down”.
  • In addition to online advertising, there are also television and radio advertising as an advertising medium, as well as classic marketing materials such as flyers and brochures
  • Advertising slogans - regardless of whether they are in German or English - should always be tested on a small scale and in different variants before they are widely used.


Conclusion: English advertising is effective but not a panacea

English advertising slogans are not unjustifiably very popular, because their effect is often more effective than purely German slogans. It should be noted, however, that one selects clearly understandable formulations and memorable ones, which can be understood at least in the core even by German speakers without knowledge of English.

With all the praise for Anglicisms in advertising, marketing professionals should not forget that the German language can also be used effectively. A good example of this is, for example, the well-known Audi advertising slogan “Advantage thanks to technology”, which probably won't get out of the head of anyone who has heard it.

English advertising slogans are therefore not a panacea and do not replace the accurate finding of the right brand message, but they can still be used as a marketing tool depending on the situation and in a targeted manner.



Image: Depositphotos.com/garagestock

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