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Die Funktionen von Emojis in Facebook-Werbeanzeigen

Die Funktionen von Emojis in Facebook-Werbeanzeigen

          
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About the Book

Bachelorarbeit aus dem Jahr 2020 im Fachbereich Germanistik - Linguistik, Note: 1.3, Universität Trier, Sprache: Deutsch, Abstract: In dieser Arbeit werden Emojis und Emoticons aus einer linguistischen Perspektive betrachtet. Gegenstand der Analyse sind Werbeanzeigen aus dem sozialen Netzwerk Facebook. Ulrich Schmitz weist darauf hin, dass vor allem in der digitalen Kommunikation die traditionelle Trennung zwischen geschriebenem Text und illustrierenden Teilen aufgehoben wird und immer mehr Bildzeichen in symbiotisch enger Verbindung mit Schriftzeichen verwendet werden. Dieser "Trend" ist in den vergangenen Jahren dermaßen fortgeschritten, dass kritische Beobachter bereits die Befürchtung geäußert haben, dass Bildzeichen die sprachliche Kommunikation ablösen könnten. Diese Bedenken hängen unter anderem mit der zunehmenden Verwendung von Emojis und Emoticons zusammen, die sich einer stetig wachsenden Popularität erfreuen. Nachdem 2014 der 17. Juli als "Welt-Emoji-Tag" festgelegt wurde und 2015 das "Tränen lachende Emoji" von der Redaktion des Oxford Dictionary zum "Wort des Jahres" gewählt wurde, haben sich die Bildzeichen im Laufe der Jahre als Teil der medialen Schriftlichkeit etablieren können. Die Nutzung dieser Bildzeichen beschränkt sich mittlerweile nicht mehr allein auf die digitale Kommunikation. So kam zum Beispiel 2017 der Kinofilm "Emoji - der Film" in die Kinos und 2019 bildete eine deutsche Partei ein Emoji auf ihrem Wahlplakat ab. Bilder und somit auch Emojis sind "schnelle Schüsse ins Gehirn", die sich aufgrund ihrer visuellen Salienz vom schriftlichen Hintergrund abheben. Als Oberflächenerscheinungen wirken die Bildzeichen aufmerksamkeitssteuernd und können somit von den Rezipierenden noch vor der Verarbeitung der sprachlichen Äußerungsteile wahrgenommen werden. Aus diesem Grund werden Emojis mittlerweile vermehrt in Werbetexte eingebettet, denn sie werden, wie Bilder, häufiger, länger und früher als Textelemente fixiert.


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Product Details
  • ISBN-13: 9783346184849
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 80
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3346184846
  • Publisher Date: 02 Jul 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 113 gr


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