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Sprachliche, bildliche und multimodale Metaphern in Werbespots

Sprachliche, bildliche und multimodale Metaphern in Werbespots

          
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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich Germanistik - Linguistik, Note: 1,3, Ernst-Moritz-Arndt-Universität Greifswald, Veranstaltung: Vagheit und Mehrdeutigkeit, Sprache: Deutsch, Abstract: Auf den folgenden Seiten möchte ich mich gern der Analyse von Metaphern in der Werbung widmen. Diese Themenwahl hat unterschiedliche Gründe: Zum einen finde ich es sehr interessant, wie Werbung Menschen manipulieren und zum Kauf eines Produktes anregen kann - und diese Suggestion vollzieht sich teilweise durch den bloßen Gebrauch von Sprache oder eben durch ein Zusammenspiel von Sprache und Bild. Interessant ist hier auch zu betrachten, ob es sich bei der Sprache, die in der Werbung genutzt wird, um eine eigenständige Varietät handelt, und was besonders charakteristisch an dieser Form von Sprache ist. Zum anderen beleben Metaphern unseren Sprachgebrauch immens, denn durch Metaphern gewinnt unsere Sprache an Ausdrucksmöglichkeiten, es kommen Bedeutungsnuancen hinzu, welche die Kommunikation lebendiger und oftmals auch prägnanter machen. Viele Metaphern sind so in unser Sprachrepertoire integriert, dass sie uns überhaupt nicht mehr als solche auffallen. Das "Herz" des Salats ist kein Herz, im "Augenblick" blickt kein Auge, der "Fuß" des Berges hat keine Zehen, und die Regierung "saugt" uns Steuerzahler aus, obwohl weit und breit kein hierfür geeigneter Saugrüssel zu sehen ist. Sie sind also in den unterschiedlichsten Bereichen unseres Lebens zu finden und in unserer Sprache allgegenwärtig. In der Werbung wird häufig mit Metaphern gearbeitet, die einem ungeübten Zuschauer doch nicht sofort als solche auffallen, da sie nicht so leicht identifizierbar sind, wie zum Beispiel die rein sprachlichen Metaphern. Gerade in Bildern oder Filmen kommt die Metapher oft erst durch eine doppelte Bildhaftigkeit, also durch eine doppelte Codierung, zum Tragen und wirkt eben auch erst gerade durch dieses Zusammenspiel von Bild und Sprache. Hier möchte ich gern meine Ausführungen ansetzen und


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Product Details
  • ISBN-13: 9783656057673
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3656057672
  • Publisher Date: 17 Nov 2011
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr


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