5 Conclusion.
The intention of this survey was to point out what happens to the normal customer every day. German and foreign companies advertise their products or services in the English language and the consumer, especially the elderly people, are not be able to understand the messages. There is no doubt that the English language offers a variety of good-sounding words, but alternatives also exists in the German language. The evaluation of the questionaire shows clearly that the acceptance for this linguistic development decreases more and more in the society. David Ogilvy, an extremely successful advertising practioner suggested in his guidelines for press advertisement: "The message should be couched in the customers╢ language, not [in] the language of the advertiser."13 I think this should be the eligibility criteria for the future advertising campaigns. The tendency is clear: It is unquestionable that the advertising language in most cases does not find its adressee in the consumer. The problem of the advertising industry is the blind assumption of the english language instead of the attempt of own particular mental performance.
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