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M A R I O N R H O D E S
@ I M C T R A N S L AT I O N S
# ATA 5 7
SOUND
FAMILIAR?
#BilingualProblems
I. Problems for expatriate translators
II. What is German?
III. Why should I care?
IV. Immersion strategies
V. Brainstorming
PROBLEM #1:
NATIVE SPEAKER &
TARGET COUNTRY
PRINCIPLE
PROBLEM #2:
YOUR SECOND
LANGUAGE
BECOMES
YOUR
DOMINANT
LANGUAGE
“VOLLPFOSTEN!”
“WIE … IST DAS
DENN?”
PROBLEM #3:
YOUR NATIVE
LANGUAGE
KEEPS
CHANGING
WHAT IS GERMAN?
INFLUENCES ON THE GERMAN LANGUAGE
German
Language
Globalization
AdvertisingTV
Technology
& Lifestyle
Migration
G LO B A L I Z AT I O N
• English dominates as
international business
language & language of
pop culture
• Anglicisms (Computer,
Selfie, Cloud, Shitstorm,
Hipster)
• Pseudo-Anglicisms (Handy,
Body Bag, Hometrainer,
Beamer)
• Denglisch (entfrienden,
gecancelt, chillen)
A D V E R T I S I N G
• Anglicisms:
 ¼ of all slogans in German-
speaking regions are in
English (2011, Slogans.de)
 Significant increase starting
in the 1980s and ‘90s
 Unified brand image across
the globe
• Neologisms:
 Memorable
 Catchy
TV
Example:
“Nerd”
• Streber
• Versager
• Trottel
• Loser
• Computerfreak
TECHNOLOGY & LIFESTYLE
Kurzdeutsch:
„Ich bin noch Büro.“
„Kommst du Bahnhof?“
„Er hat Tor geschossen.“
„Welches Kino geht ihr denn?“
• What’s App
• Facebook
• Twitter
• Text Messages
• Chat
MIGRATION
• 16 million migrants (*2014)
• 1 million refugees in 2015
• Up to 300,000 refuges in 2016
• 1/5 of the German population
has a migration background
• 84% of Germans have noticed
significant changes in the
German language
• Trends:
- simplified grammar
- new words
L A N G UAG E
I N F LU E N C E S
• New words (wellness weekend,
lan, yallah)
• New meanings (“Es macht
keinen Sinn”)
• Fading case differentiation (“Das
Auto von meinem Vater”)
• Vanishing endings (“Das Auto
von mein_ Vater”)
• Prepositional phrases (“Wollen
Sie das alte System mit einem
neuen Modell ersetzen?”)
• Changing proverbs &
metaphors (“Ein Spatz in der
Hand ist besser als zwei im
Busch”)
Multi Kulti
German
English
Turkish
Russian
Arabic Polish
Turkish
Yugoslavian
Albanian
KIEZDEUTSCH
KANAK SPRAK
STRAßENDEUTSCH
TÜRKENSLANG
DO YOU KNOW THESE GERMAN WORDS?
Smombie:
A person who is so absorbed in his or
her smartphone that he or she doesn’t
pay attention to his or her surroundings
(thus walking around like a zombie);
Jugendwort des Jahres 2015
DO YOU KNOW THESE GERMAN WORDS?
Alpha-Kevin:
“The dumbest of them all.” Almost
became Jugendwort des Jahres 2015 but
was excluded to avoid discrimination
Tinderella:
A woman who excessively uses online
dating platforms such as Tinder
DO YOU KNOW THESE GERMAN WORDS?
Wutbürger:
A person who is angry at the political
establishment; Wort des Jahres 2010
DO YOU KNOW THESE GERMAN WORDS?
merkeln:
To do nothing, to make no decision and
voice no opinion; Jugendwort des Jahres
2015
DO YOU KNOW THESE GERMAN WORDS?
Gutmensch:
Do-gooder, a person with a perceived
sense of superiority over others that is
based on his or her own elevated
standards of morality and/or lifestyle;
“Unwort des Jahres” 2015
YOU GAIN SOME, YOU LOSE SOME
• blümerant
• hanebüchen
• Dreikäsehoch
• Habseligkeiten
• grimmig
• allerorten
• Affenzahn
• Gassenhauer
• Gänsewein
http://www.bedrohte-woerter.de/
Why should I care?
KEEPING UP = GOOD FOR BUSINESS
Better translation quality Happy clients
KEEPING UP = GOOD FOR BUSINESS
More
job
opportunities
MARKETING, ADVERTISING & PR
• Keep target audience in mind
• Write on their level
• Use neologisms, anglicisms, loanwords
and jargon effectively
• Desired associations
• Emotional responses
• Memorable campaigns
WHAT YOU DON’T KNOW CAN HURT YOU(R BRAND)
How do we stay on the pulse of language evolution?
I M M E R S I O N
IMMERSION = ACTION
READING
• Books & e-books
• Newspapers & magazines
• News apps
• Websites/blogs
• Social media posts &
comments
• Newsletters
• Online news subscription
services (Google News,
Xing)
GERMAN NEWSPAPERS & MAGAZINES IN THE USA
• Amerika Woche $77.95/year (20 issues)
• Nordamerikanische Wochen-Post $74.95/year
(weekly)
• Neue Presse $29.95/year (weekly)
• Das Fenster $31.95/year (12 issues)
• Florida Sun $14.95 (4 issues/year)
• German World (bilingual) $12.95/year (4 issues)
* Prices current as of Oct. 19, 2016
GERMAN NEWSPAPERS & MAGAZINES IN THE USA
List and links available at www.press-guide.com/usa.htm
GERMAN PUBLICATIONS THAT DELIVER TO THE USA
Newspapers
• Frankfurter Allgemeine Zeitung
• Süddeutsche Zeitung
See more, incl. prices, at www.glpnews.com
LISTENING
• German TV
• YouTube
• Netflix
• Audible
• Online
radio/radio apps
• Podcasts
S T R E E M A - R A D I O
S T R E E M A - T V
EVERYDAY
CONVERSATION
• Professional networks
• Facebook groups
• German clubs &
Stammtische
• German schools
• German stores
• Online forums
• Facebook comments
• Meetup.com
CPD
• Webinars (DVÜD, BDÜ,
ACADEMIA Webinars)
• iTunes U
• MOOCS
OTHER TIPS
• Adjust smartphone settings
• Set GPS to German
• Slogans.de
DANKE!Q U E S T I O N S ?
M A R I O N @ I M C T R A N S L AT I O N S . C O M

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German Immersion Strategies for Expatriates and Other Deutsch-Fans

  • 1. M A R I O N R H O D E S @ I M C T R A N S L AT I O N S # ATA 5 7
  • 3. I. Problems for expatriate translators II. What is German? III. Why should I care? IV. Immersion strategies V. Brainstorming
  • 4. PROBLEM #1: NATIVE SPEAKER & TARGET COUNTRY PRINCIPLE
  • 7. “WIE … IST DAS DENN?”
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  • 11. INFLUENCES ON THE GERMAN LANGUAGE German Language Globalization AdvertisingTV Technology & Lifestyle Migration
  • 12. G LO B A L I Z AT I O N • English dominates as international business language & language of pop culture • Anglicisms (Computer, Selfie, Cloud, Shitstorm, Hipster) • Pseudo-Anglicisms (Handy, Body Bag, Hometrainer, Beamer) • Denglisch (entfrienden, gecancelt, chillen)
  • 13. A D V E R T I S I N G • Anglicisms:  ¼ of all slogans in German- speaking regions are in English (2011, Slogans.de)  Significant increase starting in the 1980s and ‘90s  Unified brand image across the globe • Neologisms:  Memorable  Catchy
  • 14. TV Example: “Nerd” • Streber • Versager • Trottel • Loser • Computerfreak
  • 15. TECHNOLOGY & LIFESTYLE Kurzdeutsch: „Ich bin noch Büro.“ „Kommst du Bahnhof?“ „Er hat Tor geschossen.“ „Welches Kino geht ihr denn?“ • What’s App • Facebook • Twitter • Text Messages • Chat
  • 16. MIGRATION • 16 million migrants (*2014) • 1 million refugees in 2015 • Up to 300,000 refuges in 2016 • 1/5 of the German population has a migration background • 84% of Germans have noticed significant changes in the German language • Trends: - simplified grammar - new words
  • 17. L A N G UAG E I N F LU E N C E S • New words (wellness weekend, lan, yallah) • New meanings (“Es macht keinen Sinn”) • Fading case differentiation (“Das Auto von meinem Vater”) • Vanishing endings (“Das Auto von mein_ Vater”) • Prepositional phrases (“Wollen Sie das alte System mit einem neuen Modell ersetzen?”) • Changing proverbs & metaphors (“Ein Spatz in der Hand ist besser als zwei im Busch”) Multi Kulti German English Turkish Russian Arabic Polish Turkish Yugoslavian Albanian
  • 19. DO YOU KNOW THESE GERMAN WORDS? Smombie: A person who is so absorbed in his or her smartphone that he or she doesn’t pay attention to his or her surroundings (thus walking around like a zombie); Jugendwort des Jahres 2015
  • 20. DO YOU KNOW THESE GERMAN WORDS? Alpha-Kevin: “The dumbest of them all.” Almost became Jugendwort des Jahres 2015 but was excluded to avoid discrimination Tinderella: A woman who excessively uses online dating platforms such as Tinder
  • 21. DO YOU KNOW THESE GERMAN WORDS? Wutbürger: A person who is angry at the political establishment; Wort des Jahres 2010
  • 22. DO YOU KNOW THESE GERMAN WORDS? merkeln: To do nothing, to make no decision and voice no opinion; Jugendwort des Jahres 2015
  • 23. DO YOU KNOW THESE GERMAN WORDS? Gutmensch: Do-gooder, a person with a perceived sense of superiority over others that is based on his or her own elevated standards of morality and/or lifestyle; “Unwort des Jahres” 2015
  • 24. YOU GAIN SOME, YOU LOSE SOME • blümerant • hanebüchen • Dreikäsehoch • Habseligkeiten • grimmig • allerorten • Affenzahn • Gassenhauer • Gänsewein http://www.bedrohte-woerter.de/
  • 25. Why should I care?
  • 26. KEEPING UP = GOOD FOR BUSINESS Better translation quality Happy clients
  • 27. KEEPING UP = GOOD FOR BUSINESS More job opportunities
  • 28. MARKETING, ADVERTISING & PR • Keep target audience in mind • Write on their level • Use neologisms, anglicisms, loanwords and jargon effectively • Desired associations • Emotional responses • Memorable campaigns
  • 29. WHAT YOU DON’T KNOW CAN HURT YOU(R BRAND)
  • 30. How do we stay on the pulse of language evolution?
  • 31. I M M E R S I O N
  • 33. READING • Books & e-books • Newspapers & magazines • News apps • Websites/blogs • Social media posts & comments • Newsletters • Online news subscription services (Google News, Xing)
  • 34. GERMAN NEWSPAPERS & MAGAZINES IN THE USA • Amerika Woche $77.95/year (20 issues) • Nordamerikanische Wochen-Post $74.95/year (weekly) • Neue Presse $29.95/year (weekly) • Das Fenster $31.95/year (12 issues) • Florida Sun $14.95 (4 issues/year) • German World (bilingual) $12.95/year (4 issues) * Prices current as of Oct. 19, 2016
  • 35. GERMAN NEWSPAPERS & MAGAZINES IN THE USA List and links available at www.press-guide.com/usa.htm
  • 36. GERMAN PUBLICATIONS THAT DELIVER TO THE USA Newspapers • Frankfurter Allgemeine Zeitung • Süddeutsche Zeitung See more, incl. prices, at www.glpnews.com
  • 37. LISTENING • German TV • YouTube • Netflix • Audible • Online radio/radio apps • Podcasts
  • 38. S T R E E M A - R A D I O
  • 39. S T R E E M A - T V
  • 40. EVERYDAY CONVERSATION • Professional networks • Facebook groups • German clubs & Stammtische • German schools • German stores • Online forums • Facebook comments • Meetup.com
  • 41. CPD • Webinars (DVÜD, BDÜ, ACADEMIA Webinars) • iTunes U • MOOCS
  • 42. OTHER TIPS • Adjust smartphone settings • Set GPS to German • Slogans.de
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  • 44. DANKE!Q U E S T I O N S ? M A R I O N @ I M C T R A N S L AT I O N S . C O M