GRAMOTA Publishers suggests publishing your scientific articles in periodicals
Pedagogy. Theory & PracticePhilology. Theory & PracticeManuscript

Archive of Scientific Articles

SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2014. № 5. Part 2. P. 81-84.
SCIENTIFIC AREA: Philological Sciences
To Publish Article in the Journal | To show issue content | To show all articles in section | Subject Index

License Agreement on scientific materials use.


Zhiganova Anna Vladimirovna
Linguistics University of Nizhny Novgorod

Abstract. The article is devoted to investigating the specifics of the symbolic aspect of code switchings by the material of German advertising discourse. The comparative analysis of the functioning of code switching in advertising addresses of the modernity and the beginning of the second half of the XX century represents the extension of the symbolic role of English inclusions. At the modern stage the English language is capable not only of announcing the advertised object as a product of the English-language culture but of representing values topical for the epoch of globalization.
Key words and phrases: переключение кода, английский язык, рекламный дискурс, глобализация, социолингвистика, code switching, the English language, advertising discourse, globalization, sociolinguistics.
Open the whole article in PDF format. Free PDF-files viewer can be downloaded here.


  1. Gavrilova V. G. Etnoidentifitsiruyushchaya funktsiya pereklyucheniya i smesheniya kodov // Filologicheskie nauki. Voprosy teorii i praktiki. Tambov: Gramota, 2013. № 6 (24). S. 53-57.
  2. Protsenko E. A. Problema pereklyucheniya kodov v zarubezhnoi lingvistike // Vestnik VGU: Lingvistika i mezhkul'turnaya kommunikatsiya. 2004. № 1. S. 123-127.
  3. Alverde. 2014. M?rz.
  4. Barthes R. Mythologies / trans. A. Lavers. N. Y., NY: Hill & Wang, 1972. 160 p.
  5. Berliner Zeitung. 1966. September.
  6. Bild. 1965. Juni.
  7. Focus. 2013. September. № 39.
  8. Focus. 2013. November. № 46.
  9. Frankfurter Allgemeine Zeitung. 1960. April.
  10. Frankfurter Allgemeine Zeitung. 1970. Januar.
  11. Frankfurter Allgemeine Zeitung. 1970. Februar.
  12. Frankfurter Allgemeine Zeitung. 1970. Mai.
  13. Frankfurter Allgemeine Zeitung. 2013. Februar.
  14. Freiheit. 1968. August.
  15. Heller M. Code Switching and the Politics of Language // One Speaker, Two Languages: Cross-Disciplinary Perspectives on Code-Switching / L. Milroy, P. Muysken. Cambridge: Cambridge University Press, 1995. P. 158-174.
  16. Karstadt. 2013. Winter. № 5.
  17. Kelly-Holmes H. Advertising as Multilingual Communication. N. Y.: Palgrave MacMillan, 2005. 206 p.
  18. Newmark P. A Textbook of Translation. N. Y.: Prentice-Hall International, 1988. 292 p.
  19. Peugeot Ausgabe. 2014. Januar.
  20. Spiegel. 2013. Juni. № 23.
  21. Villeroy & Boch. 2013. Dezember.
  22. Yves Rocher. 2013. Dezember.

To Publish Article in the Journal | To show issue content | To show all articles in section | Subject Index

© 2006-2021 GRAMOTA Publishers

site development and search engine optimization (seo):