Börsenmarken und Markenprodukte der Börse – Analyse einer Insidersprache

Abstract

Today the stock exchange has become an indispensable market instrument and thus also a target of advertising messages. Beside special brands like the DAX®, which is already a registered trademark, there are specialized stock exchange trademarks which have individual services such as commodity future transactions at futures exchanges. The stock exchange has developed into an extraordinarily complex structure that is and will become more difficult to understand completely and correctly, both as well organizationally and linguistically.

If German is as a foreign language to the reader, it becomes even more difficult. Within the field of linguistics the language of the stock exchange has already been described in different ways. With the help of the German research into collocations a new way to analyse linguistic structures can be found. The paper, which also considers collocations theoretically, shows – on the basis of a study of stock exchange market reports published in the trade paper Handelsblatt –, how insider language can become more transparent.