„Marketing“ Deutschland!? Bernd Koch Andrea Pfeil

Präsentation zum Thema: "„Marketing“ Deutschland!? Bernd Koch Andrea Pfeil"—  Präsentation transkript:

1 „Marketing“ Deutschland!? Bernd Koch Andrea Pfeil
Infoveranstaltung Fremdsprachenassistententag Goethe Institut September 2003 „Marketing“ Deutschland!? Bernd Koch Andrea Pfeil

2 Übersicht: Stereotype über Deutsche in GB
Daten und Fakten zu Deutsch als Fremdsprache LINKS Arbeitsgruppe- Präsentation Projektvorschläge

3 Fremdbilder Wie sehen die Briten die Deutschen?
Was denken die Deutschen über die Briten?

4 Deutsche in den britischen Medien
We have no reason, yet, to forgive or forget or embrace or, completly, to trust. An I´ll tell you what: If my daddy did what Hans´s daddy did, and all I had to cope with were stupid jokes about nicking sunbeds, I´d think I´d got off pretty damned lightly. The Observer,

5 Germans make one seem polite-very polite
Myself, I don´t think the Germans are so bad at all, and here´s why: (…) Germans make one seem polite-very polite English food may have a byword of junk and excess for decades, but seeing what Germans eat cannot help but make one feel like Elizabeth frigging David. All the meat for breakfast!And the way they put pig in everything! And then, to rub it in, the way called meat „fleisch“. Germans don´t swim. They don´t jump, splash , dive or duck. They stand by side of the pool, staring at the clear blue water as though it´s visibly throbbing with flesh-eating microbes, and then shake their heads slowly, sigh deeply and return to Helga or Herman on the sun lounger. That´s the reasonthey´re so obsessed with havin to rotten loungers, obviously – because they don´t want to get in the water.(…) Guardian,

6 Where would we be without Germany
Where would we be without Germany? We´d have no summer headlines about lebensraum-appropriating beachtowels, no TV documentaries on Hitler´s pot plants/sock drawer/dental hygienists, in fact almost no programming left on the Hiltler-sorry, History- Channel. (…) I mean, if we thought about that, we´d get depressed and feel morally compromised. Which gives us a headache. So it´s much wiser to concentrate on having been better that the Germans 60 years ago, and on areas ehre we can still beat the Europeans. (…) Guardian,

7 Never mind that we have never apologised for our 300-year Empire and subsequent geopolitical nightmare hangover. (...) I mean, if we thought about that we´d get depressed and feel morally compromised. Which gives you a headache. So it’s much wiser to concentrate on having been better than the Germans 60 years ago, and on areas where we can still beat the European. (…) Al Kennedy, Guardian

8 When I see headline reading“ Germany opposes war“, I don´t think, dirty traitors, snivelling cowards or whatever George and Tony think. I cry“ Hooray!“ For what could be more reassuring than a peace-loving, war-hating Germany? This is what we spent most of last century praying for: now that we have it, all we do is complain. The Guardian weekend, Feb., 2003

9 Germany is starting a series of campaigns to improve the country´s image abroad, seeking to replace the dogged stereotypes of Nazis and sunbed stealing tourists with a more relaxed, hip and even erotic portrayal of ist people and language. „ We ´ve got to start emphasising current aspects of German life which are ignored- like the hedonism of the love parade“ (Ulrich Sacker) BBC News-published

10 „The obsession with how other countries view us seems to have much more to do with how we see ourselves than anything else.“ Andreas Schneider- Marketing Expert, BBC News-published

11 Deutsch als Fremdsprache weltweit- Daten und Fakten
ca 20 Millionen Menschen Lernen im Ausland Deutsch.

12 TOP 12 der meistgesprochenen Sprachen in Prozent

13 TOP 11 der meistgesprochenen Sprachen in der EU

14 TOP 10 der Deutschlerner Russische Föderation Polen Frankreich Ukraine
Usbekistan Tschechische Republik Ungarn Kasachstan Niederlande USA

15 Trends: Zuwachs um 2,48% seit 1995

16 Deutsch liegt auf dem dritten Platz, was den Anteil der Sprachen in den weilweiten Buchproduktionen anbelangt: Englisch 28% Chinesisch 13% Deutsch 12%

17 Deutsch im Internet Deutsch liegt im Internet auf Platz 2.
Sowohl was den Anteil an Netzseiten anbelangt, als auch was sie verwendete Suchsprache angeht.

18 Deutsch an Schulen DaF wird überwiegend in Europa gelernt.
Das Interesse ist in Mittel- und Osteuropa und den Staaten der GUS nach wie vor größer als in Westeuropa. In GB wird Deutsch auffallend wenig gelernt, der negative Trend hält an. Auch die Zahl der Deutschschüler in Frankreich geht deutlich zurück.

19 Deutsch an Schulen

20 Deutsch im Studium Weltweit lernen Studenten Deutsch im Rahmen von studienbe-gleitenden Sprachkursen studieren Germanistik oder absolvieren einen Studiengang zur Ausbildung zum Deutschlehrer.

21 Sprachen in Schottland
Language/Year 2001 2002 2003* /Qualification SCE Higher New Higher Advanced Higher English 12,827 16,123 461 28,91 1,205 29,612 1,704 French 28 4,272 315 4,771 574 4,886 Gaelic 16 114 10 147 11 23 German 21 2,015 174 2,206 252 1,907 296 Italian 1 188 284 263 26 Latin 5 271 31 257 52 Russian 8 3 14 4 Spanish 831 53 916 143 1,044 132 Classical Greek -   

22 What are the top countries for Scottish exports?
In 2001, 63% of Scottish Manufactured exports went to EU coutries, 45% of service exports went to EU countries Our top five export countries are; France Netherlands USA Germany Italy

23 What were the top new interest markets?
In 2001, the top new interest markets were: USA Germany France

24 Where were the top incoming tourism markets in 2002?
2002, the top incoming tourism markets were USA, Germany and Ireland

25 Which languages are most frequently used in business?
Respondents to a survey of 1,750 Scottish companies in Spring 1999 indicated that French (52%) and German (41%) are most frequently used in business; other languages such as Spanish, Italian, Scandinavian languages, Dutch, Arabic, Chinese, Portuguese, Japanese, Russian are significant but used to a lesser extent.

26 Präsentation der LINKS AG Für Infoveranstaltungen an Schulen

27 Germany is colourful

28 Everyone speaks English?
75% of the world‘s population do not speak English

29 Is it more difficult to get a job with a language degree?
UNEMPLOYMENT RATES AMONG NEW GRADUATES IN THE UK (2000) % OF GRADUATES UNEMPLOYED MEDICINE/DENTISTRY/ VET SCIENCE EDUCATION GERMAN/French LAW (...) ENGINEERING/ TECHNOLOGY COMPUTING CREATIVE ARTS/ DESIGN MEDIA STUDIES 0.5% 1.8% 3.1% 3.7% (…) 6.8% 7.8% 8.4% 8.6%

30 Are the only jobs for linguists teaching and translating?
THE JOBS NEW UK LANGUAGE GRADUATES DO (2000) PERCENTAGE BUSINESS SERVICES MANUFACTURING BANKING/ FINANCE WHOLESALE/ RETAIL SALES TRANSPORT/ COMMUNICATIONS COMMUNITY/SOCIAL/ PERSONAL SERVICES PUBLIC ADMINISTRATION EDUCATION HEALTH/SOCIAL WORK HOTELS AND RESTAURANTS OTHER AREAS 31.9 % 12.2 % 11.0 % 8.6 % 8.2 % 6.2 % 5.6 % 3.0 % 2.0 % 2.4 %

31 Are languages too difficult: Do you get better A-Level Grades in other Subjects?
Modern Language as a whole had more „A“ plus „B“ grades than any other subject except classics German had more „A“ grades than any other subject except maths

32 Take a challenge! Most companies would choose someone with German skills. Why? It says something about you and your willingness to accept challenges beyond just meeting your high school language credit requirements.

33 European Union 24% of the residents in the European Union speak German as their mother tongue, and 31% of European Union citizens say they can converse in German. Perhaps that is why 68% of all Japanese students study German.

34 There are many! speak German as a mother tongue

35                 Is German easy to learn? No, but neither is English, Spanish or French! However… Bett Lippe Haus Fußball

36 It‘s the economy, stupid!
Germany is one of the top three nations in the research and development of high-tech products. Germans have one of the highest per capita incomes in the world. Four of the largest annual world trade fairs are held in Germany.

37 German is worth the work!
“Employers find people who have learnt languages are articulate, flexible and adaptable.” The Guardian,

38 German is worth the work!
“Graduates with language skills can expect to earn at least 10 per cent more than their contemporaries and will be favoured in terms of promotion and the opportunity to work overseas.” Dominic Luddy, Manager at Reed Multilingual Solutions. “There’s rarely been a skill that has moved up the graduate employer’s agenda so fast.” Carl Gilleard, Assosciation of Graduate Recruiters (AGR)

39 Get to know a different culture!

40 Visit Germany! 2006 is a perfect opportunity!

41 Projekte: -Partnerschaften ( Brieffreundschaften mit einer deutschen Klasse Infoveranstaltungen an euren Schulen (siehe auch GI-Landeskunde/LINKS) Internetrecherchen /Aufträge im Unterricht (Werbekampagne o.ä.)