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Dialogismus und Diskursgenre
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ISBN10: 6209409113
ISBN13: 9786209409110
Publisher: Verlag Unser Wissen
Published: Dec 24 2025
Pages: 104
Weight: 0.33
Height: 0.25 Width: 6.00 Depth: 9.00
Language: German
ISBN13: 9786209409110
Publisher: Verlag Unser Wissen
Published: Dec 24 2025
Pages: 104
Weight: 0.33
Height: 0.25 Width: 6.00 Depth: 9.00
Language: German
Ziel dieser Arbeit ist es, Print- und audiovisuelle Anzeigen der Bombril-Kampagne zu analysieren, um zu überprüfen, wie die Identität der Kampagne aufgebaut ist. Ausgehend von der Hypothese, dass der Dialog dieser Kampagne mit dem Adressaten, mit dem historisch-sozialen Kontext, in dem die Werbemittel produziert werden, und mit den sozialen Stimmen, die diesem Kontext diskursive Materialität verleihen, die Identität dieser Werbekampagne ausmachen, untersuchen wir, wie dieser Dialog abläuft. Als theoretische Grundlage dienen uns die bakhtinischen Diskursstudien, die den Dialogismus als Schlüsselelement der Diskursanalyse betrachten. Um diese Analysen durchzuführen, wurden neben anderen Überlegungen aus dem Bakhtin-Kreis auch solche zum Diskursgenre, zum Chronotopos, zur Karnevalisierung und zur Sinnproduktion in einem präzisen ideologischen Kontext herangezogen. In unserer Analyse wurde auch das von Maingueneau vorgeschlagene Konzept des diskursiven Ethos herangezogen.
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