Helen Christen

Hauptsache irgendwie Dialekt? Intendierter Dialekt in der Kontaktzone von Dialekt und Standardsprache

Dialect advertising texts are not considered to pay specifi c attention to their basic dialect; they rather use language as a means to an end. The present study examines to what extent non-basic dialect, standard parameters are used in dialect TV advertisement. The standard variables of word formation and infl ection emerged in the data suggest that they make their way to the dialect through standard lexemes or word forms and are also bound to those. Lexemes originating from the standard are not unusual in a »ausgebaute Diglossie« (Haas 2004). It is the »Ausbaudialekt« (Kloss 1976) which enables and also nourishes all the verbalization needs with the standard lexicon, if necessary. Merely phonetic and morphological adaptations are required in order to realize and label the lexemes as dialect. The arguable standard variables thereby seem to be explicable as accepted concomitants to some realization processes taking place only partially. This paper considers whether an expansion of dialectal variants can be assumed, or rather a code alternation in terms of congruent lexicalization (Muysken 2000) is at hand. Especially the constantly present matrix-variety is quite an argument for the former.