Acceso usuarios
Paloma López Zurita 
El ámbito de la Publicidad y el Marketing está en la actualidad plagado de anglicismos considerados innecesarios por muchos autores. A esta invasión de términos foráneos se le ha sumado en los últimos años un perfecto aliado: Internet y las nuevas estrategias de comercialización, que han acelerado la velocidad de la expansión de estos términos y su ámbito de acción, tomando una dimensión mundial, global. Sería lógico, pues, que este sociolecto profesional se trasladara al contexto académico universitario que forma a los estudiantes de esta disciplina. Por ello, el presente artículo tiene como objetivo el análisis de los anglicismos utilizados en el ámbito académico del Grado en Marketing e Investigación de Mercados impartido en la Universidad de Cádiz. A través de un estudio pormenorizado del material publicado en el campus virtual de todas las asignaturas que conforman el mencionado grado, se ha establecido qué asignaturas incluyen anglicismos en su terminología habitual, en qué medida y cuáles son estos anglicismos. Asimismo, se ha comprobado la existencia o no de equivalentes conceptuales apropiados en la lengua de llegada, para determinar si su uso se debe a la inexistencia de términos específicos en español o si, por el contrario, responde a una variante diafásica de moda perteneciente al sociolecto de Marketing, fruto de las connotaciones sociales que el inglés ha adquirido en este contexto.
The current Advertising and Marketing field is full of anglicisms, considered unnecessary by many authors. This invasion of foreign terms has gained the help of a perfect ally in the last years: the Internet and new marketing strategies, which have accelerated the speed of expansion of these terms as well as their scope, taking a worldwide and global dimension.
Therefore, the transfer of this professional sociolect to the university academic context in which students are trained in this area would be logical. For this reason, this papers aims at analysing the anglicisms used in the Degree in Marketing and Market Research of the University of Cádiz. Through a detailed analysis of the learning material provided to students through the virtual campus of every subject included in the above mentioned Degree, it has been established which ones include anglicisms in their usual terminology, to what extent The current Advertising and Marketing field is full of anglicisms, considered unnecessary by many authors. This invasion of foreign terms has gained the help of a perfect ally in the last years: the Internet and new marketing strategies, which have accelerated the speed of expansion of these terms as well as their scope, taking a worldwide and global dimension.
Therefore, the transfer of this professional sociolect to the university academic context in which students are trained in this area would be logical. For this reason, this papers aims at analysing the anglicisms used in the Degree in Marketing and Market Research of the University of Cádiz. Through a detailed analysis of the learning material provided to students through the virtual campus of every subject included in the above mentioned Degree, it has been established which ones include anglicisms in their usual terminology, to what extent
