The problem of translation of Anglicisms in advertising text

This paper is concerned with the analysis and identification of the problems of translation of the English expressions in advertising texts, namely, in German advertising texts. The article operationalises the terms "advertising text" and "anglicism", and defines the tendencies of usage of anglicisms in German advertisement and reasons for their use in it. We give a number of topical examples and variations of the use of anglicisms in texts and slogans of German advertising. This topic is currently relevant in view of the increasing prevalence of anglicisms in German advertising.