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Kommunikation und Sprache in der Wirtschaftswerbung: Ein Studienbuch

Kommunikation und Sprache in der Wirtschaftswerbung: Ein Studienbuch

          
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About the Book

Über Wirtschaftswerbung wurde und wird viel geschrieben. Doch ist die Zahl der Publikationen, die sich umfassend mit der Kommunikation und Sprache in der Wirtschaftswerbung befassen, nicht allzu groß Wolfgang Eichler dokumentiert mit Hilfe eines weit gefassten Kommunikationsbegriffs die gesellschaftlichen Grundlagen und die Erscheinungsformen der Wirtschaftwerbung. Dabei werden die wesentlichen Forschungsansätze zu dem Thema aufgezeigt und nachvollziehbar gemacht. Viele konkrete Beispiele aus Anzeigen, aber auch aus der Fernsehwerbung und der bislang wenig beachteten Katalogwerbung veranschaulichen und belegen die theoretischen Ausführungen, die sich durch einen transdisziplinären Blick auf den Gegenstand auszeichnen. Das Studienbuch verbindet wissenschaftlichen Anspruch mit allgemeinverständlicher und unterhaltsamer Sprache und wendet sich so an all diejendigen, die zu dem Phänomen Wirtschaftswerbung einen mehr reflektierenden als konsumierenden Zugang suchen.
About the Author: Wolfgang Eichler ist emeritierter Professor für Didaktik der deut-schen Sprache und germanistische Sprachwissenschaft an der Universität Oldenburg. Zu seinen Veröffentlichungen zählen zahlreiche Handbücher und Studien zur deutschen Sprachdidaktik, Linguistik und Kommunikationswissenschaft sowie zur empirischen Bildungsforschung. Unlängst erarbeitete er mit Kollegen ein Internet-Projekt zu Kommunikation und Konfliktlösung in der Schule, in dem auch dieses Buch seine Wurzeln hat.


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Product Details
  • ISBN-13: 9783868151343
  • Publisher: Igel Verlag Gmbh
  • Publisher Imprint: Igel Verlag Gmbh
  • Height: 210 mm
  • No of Pages: 240
  • Series Title: German
  • Sub Title: Ein Studienbuch
  • Width: 148 mm
  • ISBN-10: 3868151346
  • Publisher Date: 22 Apr 2009
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 14 mm
  • Weight: 322 gr


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