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Multimodale Textanalyse zweier Werbespots am Beispiel von Nokia Lumia 930

Multimodale Textanalyse zweier Werbespots am Beispiel von Nokia Lumia 930

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich Germanistik - Linguistik, Note: 1,0, University of Tampere (Institut für Germanistik), Veranstaltung: Seminar Textlinguistik, Sprache: Deutsch, Abstract: Diese Arbeit stellt eine multimodale Textanalyse zweier Werbespots des Nokia Lumia 930 vor. Da der Konzern bei der Bewerbung des Nokia Lumia 930 auf zwei sehr unterschiedliche Arten von Werbespots setzt, eignet sich diese Kampagne gut für eine vergleichende Analyse. Denn während jener Werbespot sich auf die Anwendungsmöglichkeiten des Produkts konzentriert, stellt der andere Werbespot das Produkt selbst ins Zentrum des Geschehens. Nach dem Erscheinen des I-Phones 2007 und dem damit markierten Aufstieg des Smartphones beginnt für Nokia eine Krise, die 2013 zum Verkauf der Mobiltelefonsparte an Microsoft führt, womit das Nokia-Handy von 2014 bis 2016 vollständig vom Handymarkt verschwindet. Doch für 2017 gibt der Telekommunikationskonzern seine Rückkehr auf den Handymarkt mit völlig neuem Konzept bekannt. Eine Nachricht, die Anlass gibt, die Werbekampagne des letzten Nokia Mobiltelefons und "Flakschiffmodells" noch einmal einer multimodalen Textanalyse zu unterziehen und zu diesem Zweck zwei Werbespots textlinguistisch zu vergleichen, die sich durch ihre Unterschiedlichkeit auszeichnen und dabei repräsentativ für die Werbestrategie Nokias der letzten Jahre insgesamt sind. In den 1990ern und frühen 2000er Jahren gibt der finnische Telekommunikationskonzern Nokia Oyj am Mobiltelefonmarkt den Ton an. Bereits 1987 stellt das Unternehmen das erste mobile Handtelefon her. 1992 folgt mit dem Nokia 1011 das erste massentaugliche Mobiltelefon. Von diesem Zeitpunkt an geht es rapide bergauf und Nokia agiert von 1998 bis 2011 weltweit als unangefochtener Marktführer der Mobiltelefonbranche. Für meine Generation ist das Nokia-Handy daher essentieller Bestandteil einer kulturellen Lebenswelt, die durch technischen Fortschritt neue, bisher ungeahnte Möglichkeiten bietet und so dire


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Product Details
  • ISBN-13: 9783346100146
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346100146
  • Publisher Date: 25 May 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 45 gr


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