Dominasi Anglizismen dalam Bahasa Mode: Kajian Bentuk dan Makna Denglisch pada Brigitte.de

Abstract

This study analyzes the forms and meanings of Anglicisms as manifestation of the Denglisch phenomenon in articles from the Fashion and Beauty sections of the women’s magazine website Brigitte.de January 2026 issue. Denglisch is a phenomenon commonly found in the fields of fashion, lifestyle, and beauty through the blending of elements of English and German. This study aims to classify the forms of Anglicisms based on Onysko’s (2007) theory, and analyze their meanings using a framework synthesized from Onysko (2007), Yang (1990), and Leech (1981). The method used is descriptive qualitative with a linguistic approach. Data were collected from six articles on the Brigitte.de website, consisting of three articles from the Fashion section and three from the Beauty section. In total, 36 Anglicism data points were identified. The results show that in terms of form, Borrowing (direct borrowing) is the most dominant category in this study’s data, with 27 data items, followed by 4 items of Hybrid-Anglizismen, 3 items of Codeswitching, and 2 items of Pseudo-Anglizismen. In terms of meaning, 23 items have equivalent meanings (semantic equivalents), 4 items involved semantic restriction, 2 items show new denotative meaning, 5 items carry connotative meaning, and 2 items show socio-affective meaning. No items of semantic extensions were found in this study’s data. The dominance of Borrowing form in this study’s data indicates a tendency toward direct lexical borrowing in the analyzed text samples, while the occurence of Codeswitching has the potential to serve a stylistic function within the context of sentences.