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Werbung Fuer Den PC: Vergleichende Analyse Der Anzeigen- Und Hoerfunkwerbung Fuer Das Technische Produkt Personalcomputer
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GermanGeneral ReferenceBusiness of Art
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ISBN10: 3631454791
ISBN13: 9783631454794
Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
Published: Dec 1 1992
Pages: 322
Language: German
ISBN13: 9783631454794
Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
Published: Dec 1 1992
Pages: 322
Language: German
Werbung hat in der menschlichen Gesellschaft stetig an Bedeutung gewonnen. In zunehmendem Ma e gelangt dabei ein Produkt an die breite Öffentlichkeit, das vor wenigen Jahren noch als reines Investitionsgut vermarktet wurde. Es handelt sich um den Personalcomputer (PC). Die Anzeigen- und Hörfunkwerbung aus den Jahren 1985 bis 1989 für dieses relativ neuartige technische Produkt ist Gegenstand der vorliegenden Untersuchung zur Werbesprache- und Textsortenforschung. Da sich der PC zum Gebrauchsgut entwickelt hat, sind völlig neue Werbewege nötig geworden. Um ein möglichst breites Publikum zu erreichen, werden deshalb vermehrt Publikumszeitschriften, überregionale Tageszeitungen sowie der Hörfunk eingesetzt. Dabei stellt sich die Frage, welche Werbeinhalte innerhalb der PC-Werbung Anwendung finden und worin die Unterschiede zur Werbung anderer Produkte bestehen. Die Analyse der 520 Werbetexte orientiert sich dabei an textthematischen, kommunikativ-funktionalen, syntaktischen, lexikalischen und au ersprachlichen Kategorien.
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