Nuremberg translation agency reports on current Anglicisms

At first glance, it seems as though Anglicisms make the work of translators and interpreters a great deal easier. Why spend time thinking about how to translate a word when you can simply keep the English term? Unfortunately, it’s not quite that simple. Even though more and more English terms are becoming established in our language, many of them are used quite differently from their original language, and some words that initially sound English actually originate from German. So, a delicate touch and a good understanding of both languages are still required here.

When are Anglicisms necessary?

Anglicisms are often criticised. Some complain that they are displacing German words from everyday use. However, there are some Anglicisms for which there is simply no equivalent: particularly in fields such as medicine, technology or computer science, many terms are used that have only recently come into being. These terms describe cutting-edge developments that mostly take place in English – the language of international science, after all.

In business, too, there is often simply no equivalent in German, as is the case, for example, with the ‘lock-in effect’, which arises when customers develop a particularly strong attachment to a product or brand. Here, translators and interpreters need to know when to adapt a word to German or whether it is better to stick with the original.

A nuanced approach to Anglicisms

Many Anglicisms have their origins in youth slang, where it makes sense to cater to younger target audiences by making use of English terms. However, this involves a linguistic tightrope walk, as youth slang is in a state of constant flux more than any other area of language: youth words that still seem cool and trendy today may very well be cringe by next week.

Misused or excessive use of Anglicisms can quickly come across as inauthentic, which is why it is essential that such texts are written by people who know their craft. This applies all the more to translations, as language barriers must be overcome without altering the core message or the impact of the text.

Too many Anglicisms complicate this task. However, avoiding common Anglicisms in the wrong place often comes across as stuffy and old-fashioned: as a rule, nobody talks about ‘Rechner’ any more when referring to computers. Baby sounds much cuter than the German equivalent ‘Säugling’, and air fryer is also much shorter – and therefore less cumbersome – than the German (and partially French) term ‘Heißluftfritteuse’.

Better to stick entirely to German?

That doesn’t mean, however, that the German language doesn’t have some fine alternatives up its sleeve for frequently used Anglicisms, even when it comes to relatively new terms: AI, i.e. Artificial Intelligence, is, for example, almost always referred to as ‘KI’ – short for ‘künstliche Intelligenz’

As mentioned elsewhere, using too few Anglicisms can come across as old-fashioned. On the other hand, critics believe that Anglicisms mar the German language. Whether this is true cannot be determined objectively and is probably a matter for everyone who speaks the language to decide for themselves. What is certain is that relying too heavily on Anglicisms strikes many people as unprofessional.

In interpreting, too, it is essential to strike the right balance straight away so as not to offend anyone – whether through the excessive use of Anglicisms or through inappropriately translated English terms that would have been better left in the original.

Established terms

We no longer even give many Anglicisms a second thought. Hardly anyone, for example, thinks about the origin of the term ‘potato chips’. This term has become so firmly established that no one would seriously consider marketing them as ‘frittierte Kartoffelscheiben‘(fried potato slices). Anyone selling doughnuts as ‘Krapfen’ is technically correct, but accepts that this may lead to misunderstandings amongst their customers. In the technology sector in particular, English product names are often retained: more and more household appliances can be controlled via Bluetooth, whilst other smart products connect to Wi-Fi.

Amidst this linguistic chaos, our team of translators and interpreters at AP Fachübersetzungen in Nuremberg know exactly which terms are the right choice in each context. In this way, they ensure that you can rely on precise and reliable communication in every form of language mediation.

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