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Bedeutung in der deutschen Anzeigenwerbung: Eine framesemantische Analyse

Bedeutung in der deutschen Anzeigenwerbung: Eine framesemantische Analyse

          
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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich Germanistik - Linguistik, Note: 1,7, Heinrich-Heine-Universität Düsseldorf, Sprache: Deutsch, Abstract: In den Geisteswissenschaften und speziell in den Sprachwissenschaften gewinnt die Werbung als Forschungsgegenstand immer mehr an Bedeutung. Wissenschaftlich fundierte, sprachkritische Auseinandersetzungen mit der Werbesprache sind allerdings leider immer noch sehr selten. Deswegen ist das Ziel der vorliegenden Bachelorarbeit nicht, darauf einzugehen wie für ein Produkt geworben wird, sondern vielmehr wie die Wörter in den Werbeanzeigen strukturiert sind, welche bedeutungskonstitutionelle Funktion diese erfüllen, wie deren Verhältnis zum textuellen und bildlichen Kontext ist und welche Unterschiede es zwischen den verschiedenen Anzeigen gibt. Hinsichtlich der Bedeutungskonstitution soll der Fokus dieser Arbeit auf der Frame-Semantik und den damit verbundenen Frame-Wechsel liegen. Hierbei werden in erster Linie die Aufsätze des kalifornischen Linguisten Charles J. Fillmore herangezogen. Die vorliegende Arbeit widmet sich also der Forschungsfrage: Lassen sich bezüglich der Bedeutungskonstitution framesemantische Aspekte in der aktuellen, deutschen Anzeigenwerbung finden, welche Funktion besitzen diese und welche verschiedenen Arten von Frame-Semantik sind in den vorliegenden Exemplaren vertreten? Die Werbung in Deutschland ist stets präsent. Wir begegnen ihr jeden Tag, sie ist gedruckt auf Plakaten an Litfaßsäulen und an Bushaltestellen, wir hören sie im Radio und sehen sie im Fernsehen. Sogar Flugzeuge schreiben Produktnamen als Rauchspur in den Himmel und Zeppeline tragen Firmenlogos. Werbeprospekte werden täglich in unsere Briefkästen geworfen. Werbeanzeigen scheinen aus unserem täglichen Leben nicht mehr wegzudenken zu sein, und das Budget, das in Deutschland jährlich für Werbung ausgegeben wird, wächst stetig an. Doch gerade, weil es heute einen sol-chen Überfluss an Werbung gibt, müssen Unternehmen und Werbetrei


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Product Details
  • ISBN-13: 9783668474697
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 60
  • Spine Width: 4 mm
  • Weight: 91 gr
  • ISBN-10: 3668474699
  • Publisher Date: 13 Jul 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine framesemantische Analyse
  • Width: 148 mm


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