El Inglés como lengua predominante en un diccionario plurilingüe de marketing, publicidad y comunicación.

Abstract

When preparing a multilingual dictionary (English, French, German, Spanish) for specific domains such as marketing, advertising and communication we have perceived the evidence of the predominance of the English language over the other three languages. Whithin the semantic fields of business and economics the importance of English is particularly evident in these specific areas. In this paper we take into consideration, on the one hand, the extralinguistic factors which bring about this predominance and, on the other hand, sorne aspects of the very structure and working of the language which make it a suitable tool for rapidly growing and changing fields such as marketing and communication. We also observe that the weight of the English language has its own consequences on the translation of a great number of terms into the target language, as it is reflected in the lack of equivalent words and expressions, and in the wide borrowing of English terms which have been generally and quickly accepted, at least, in the specific contexts we are referring to.