Lexikalische entlehnungen in der Deutschen und Türkischen werbesprache

Characteristics of goods and services (the products) that are utilized for fulfilling the needs of the people are consistently changing due to the emergence of new and different markets alongside with the developments in technology and such change generally comes into existence with "the advertisement" of products. Since the advertisement is a laid emotive bridge between the customer and the product, the advertisement is one of the most important tools for business operators to introduce the product to the customer. The words that are used in the advertisements thereby consist the foundation of the aforesaid emotive bridge. The more the words in the advertisements are appealing and distinctive, the more it attracts the attention of the customer and deepens the emotive bond. Accordingly, the words utilized in the advertisement at the present time are mostly borrowed from nonnative languages that are perceived as popular and appealing (particularly from the English) and such nonnative originated words increase the emotive bond within the advertisement by proliferating in the native language. In this study by addressing the lexical borrowing from nonnative languages used in German and Turkish advertisements, it is aimed to identify the classes of loanwords and from which languages they are borrowed from. For this purpose, a study that includes tangible illustrations from magazines that are the elements of printed media and that consists of two sections were conducted being the theoretical and the practical. In the theoretical section respectively; i. the concept of "Advertisement" is handled with its historical background and features; ii. "Lexical borrowings" are evaluated in detail with their characteristics and word classes. In the practical section which is the most important part of the study, the loanwords used in advertisements in German and Turkish magazines are scrutinized. The etymologies of the loanwords are identified and after grouping them under language families they are additionally classified and listed according to their word classes. With the identified results, it is observed that cultural and geographical aspects are important in the utilization of such borrowed words. Key Words: Advertisement, the language of advertisement, lexical borrowings, loanword, foreign word, the origin of the word, word class