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Semiotische Interpretation von PKW-Modellbezeichnungen

Semiotische Interpretation von PKW-Modellbezeichnungen

          
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About the Book

Studienarbeit aus dem Jahr 2006 im Fachbereich Sprachwissenschaft / Sprachforschung (fachübergreifend), Note: 1,7, Rheinisch-Westfälische Technische Hochschule Aachen (Institut für Romanische Philologie), Veranstaltung: Semiotik, 7 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: In Zeiten stetig wachsender Konkurrenz und konstatierbarer großer Austauschbarkeit von Produkten, gerade im Bereich der Automobilbranche, ist die Werbesprache gezwungen, sich in stärkerem Maße spezieller Zeichen und Codes zu bedienen, um den Produkten eine bestimmte Bedeutung und den Anstrich der Einzigartigkeit zu verleihen. Durch suggestive Bilder werden die Produkte für den Rezipienten emotional aufgeladen und wecken die Aufmerksamkeit der anvisierten Zielgruppe. Entscheidend für den Erfolg und das Image des Unternehmens ist hierbei der Vermittlungsgrad der für ein Produkt vorgesehenen Werte. Welche Strategien nutzt nun das Marketing bei der Benennung ihrer Produkte und welche Assoziationen sollen geweckt werden? Mit diesen und anderen interpretatorischen Fragestellungen beschäftigt sich ein Teilbereich der Semiotik, einer Wissenschaft, die vereinfacht als allgemeine Theorie der Zeichen, Zeichensysteme und Zeichenprozesse definiert werden kann. Die vorliegende Arbeit soll anhand einiger konkreter Beispiele zu einer semiotischen Werbeanalyse von Pkw-Modellbezeichnungen gelangen. Zunächst werden in einer theoretischen Einführung die Grundlagen der Semiotik dargelegt und die für die Interpretation bedeutsamste Theorie ausführlich vorgestellt. Danach behandelt die Arbeit die Charakteristika und Funktionen von Marken- und Produktnamen im Generellen. Abschließend soll eine analytische Untersuchung von Markennamen die Benennungsstrategie im Automobilbereich sowie gewisse beobachtbare Trends, Gemeinsamkeiten aber auch einige Beispiele für Fehlschläge der Werbeindustrie aufzeigen.


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Product Details
  • ISBN-13: 9783638754224
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 216 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 45 gr
  • ISBN-10: 3638754227
  • Publisher Date: 23 Aug 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm


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