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Kontrastive rhetorische und sprachwissenschaftliche Untersuchung an deutschen und ungarischen Werbeslogans aus dem Spiegel und der HVG

Kontrastive rhetorische und sprachwissenschaftliche Untersuchung an deutschen und ungarischen Werbeslogans aus dem Spiegel und der HVG

          
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About the Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich Sprachwissenschaft / Sprachforschung (fachübergreifend), Note: 1,0, Szegedi Tudományegyetem (Germanistisches Institut), Sprache: Deutsch, Abstract: Diese Arbeit ist ein Beitrag zur rhetorisch orientierten Werbeanalyse. Ihre Aufgabe besteht darin, rhetorische Charakteristika der deutschen und ungarischen Werbeslogans zu bestimmen und zu analysieren. Die Arbeit stellt dar, ob und wie die verwendeten rhetorischen Mittel der deutschen und ungarischen Slogans sich voneinander unterscheiden und ob Kulturunterschiede dabei eine Rolle spielen. Die Arbeit beschränkt sich nur auf einen Bereich der Werbung, auf Slogans aus Werbeanzeigen der Printmedien. Auf eine Analyse des gesamten Werbetextes wird verzichtet. Eine zweite Beschränkung betrifft den Werbegegenstand. Das Untersuchungsmaterial besteht aus Werbeanzeigen, die für Banken, Kreditinstituten und Versicherungsfirmen werben. Es lässt sich hierin erwarten, dass eventuelle Unterschiede in der Rhetorik der Slogans aus unterschiedlichen Schreib- und Vertextungsgewohnheiten und damit aus unterschiedlichen Kulturen resultieren. Das zu untersuchen ist das Hauptziel dieser Arbeit. Für das Werbematerial wurde die Zeitschrift Spiegel in Deutschland und die HVG in Ungarn als Medium gewählt. Die Recherchen betreffen den Zeitraum von März 2005 bis November 2005. Die Analyse umfasst jeweils 35 Ausgaben. Die methodischen Aspekte umfassen den Vergleich zweier Kulturen und Aspekte einer rhetorischen und teilweise syntaktischen bzw. morphologischen Untersuchung. Die Arbeit ist eher deskriptiv als normativ aufzufassen. Es wird untersucht, welche rhetorische Mittel in den Anzeigen gebraucht werden und ob dabei Unterschiede zwischen den deutschen und ungarischen Anzeigen festzustellen sind. Die Untersuchung ist hauptsächlich qualitativer Art, aber es werden dabei auch quantitative Beobachtungen dargestellt. Die Analyse der gesammelten Werbeslogans basiert auf der klassischen aristotelischen Tra


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Product Details
  • ISBN-13: 9783638878166
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3638878163
  • Publisher Date: 19 Dec 2007
  • Height: 210 mm
  • No of Pages: 160
  • Series Title: German
  • Weight: 217 gr


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