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Multimediale Werbekommunikation im deutsch-spanischen Vergleich. Eine Analyse von Jägermeister und Licor 43
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ISBN10: 3346522563
ISBN13: 9783346522566
Publisher: Grin Verlag
Published: Jan 5 2022
Pages: 78
Weight: 0.25
Height: 0.19 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346522566
Publisher: Grin Verlag
Published: Jan 5 2022
Pages: 78
Weight: 0.25
Height: 0.19 Width: 5.83 Depth: 8.27
Language: German
Masterarbeit aus dem Jahr 2017 im Fachbereich Soziologie - Konsum und Werbung, Note: 1,0, Universität Passau, Sprache: Deutsch, Abstract: Im Bereich der linguistischen Werbeforschung kann laut Hartmut Stöckl zwischen drei gro en Richtungen unterschieden werden. Die erste betrachtet systemlinguistische Ebenen von Werbetexten unter Einbezug soziolinguistischer Charakteristika. Die zweite Richtung versucht, einen methodischen Zugang zu den sprachlich-kommunikativen Eigenheiten der Werbetexte zu erhalten, indem sie die rein sprachliche Ebene um die Betrachtung anderer Zeichensysteme wie Bilder und Töne ergänzt. Als Beispiel hierfür ist die Semiotik zu nennen, denn Werbekommunikation semiotisch zu betrachten bedeutet, die Totalität des Texts und des kommunikativen Ergebnisses aus dem Blickwinkel aller Zeichenangebote [...] zu untersuchen. Diese Arbeit orientiert sich an der zweiten Richtung, wobei nach Stöckl (2012) von einem kultur-semiotisch weiten Textbegriff ausgegangen wird. Demnach kann jedes Artefakt, das Ergebnis absichtlichen zeichenhaften Verhaltens ist, nach einem kulturell verfügbaren Kode 'lesbar' ist und eine in der Kultur konventionalisierte Funktion hat, als Text betrachtet werden. Mit dieser Art Textbegriff ist jede Form von Werbung [...] analytisch greifbar.
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