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Persuasive Wirkung von Text-Bild Relationen am Beispiel einer Werbeanzeige

Persuasive Wirkung von Text-Bild Relationen am Beispiel einer Werbeanzeige

          
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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich Germanistik - Sonstiges, Note: 1,7, Westfälische Wilhelms-Universität Münster (Germanistisches Institut, Abteilung Sprachwissenschaft), Veranstaltung: Kommunikation und Werbung, 9 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: "Werbung ist in unserer Gesellschaft ein Phänomen, das nicht nur als Kulisse [...] überall präsent ist und beim Medienkonsum zwangsläufig mitrezipiert wird [...], sondern das auch immer mehr Kult- und Kunststatus und damit ausdrückliche Aufmerksamkeit erhält." (Janich 2005: 9) Ohne Frage ist Werbung heutzutage zu einem festen Bestandteil des Alltagslebens und der Alltagskultur geworden. Nicht umsonst besitzt die These der Werbung als 'Spiegel der Gesellschaft' noch immer Gültigkeit, zumal man anhand der Untersuchung von Werbung eingehende Einblicke über geltende Werte, Zeitströmungen und soziokulturelle Tendenzen erfahren kann. (Vgl. ebd.: 10) Darüber hinaus ist Werbung "allgegenwärtig und unverzichtbar zugleich, weil sie stets hinter den glänzenden Markenartikeln verschwindet, für die sie folgenreiche Aufmerksamkeit reklamiert." (Zurstiege 2007: 110) Diese Reklamation von Aufmerksamkeit ist eng verbunden mit persuasiven Tendenzen von Werbung. In diesem Zusammenhang wird Werbung als Subsystem des Wirtschaftsystems gesehen (vgl. ebd.: 42), womit einhergeht, dass Werbung natürlich 'zum Kauf anregen' soll, aber nicht nur. Zwar ist Werbung "bezahlte Kreativität, die verkauft" (ebd.), erreicht werden soll vor allem aber Akzeptanz und positive Imagebildung der beworbenen Produkte. Aus linguistischer Perspektive ist hierbei vor allem die Sprache der Werbung von primärem Interesse, wogegen bildliche Elemente normalerweise keine übergeordnete Rolle in der sprachwissenschaftlichen Analyse von Werbeanzeigen spielen. Die Verbindung von Texten und Bildern als gemeinsame Bedeutungsebene bietet jedoch ein nicht zu unterschätzendes Instrumentarium, das eine ganz eigene Erkenntnisebene generiert. Denn of


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Product Details
  • ISBN-13: 9783640223435
  • Publisher: Grin Publishing
  • Publisher Imprint: Grin Publishing
  • Height: 216 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 41 gr
  • ISBN-10: 3640223438
  • Publisher Date: 02 Dec 2008
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 140 mm


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