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Wandel der Lexikverwendung in der deutschen TV- und Anzeigenwerbung

Wandel der Lexikverwendung in der deutschen TV- und Anzeigenwerbung

          
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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich Germanistik - Linguistik, Note: 2,3, Technische Universität Dresden (Institut für Germanistik), Veranstaltung: Seminar Lexikwandel im soziokulturellen Kontext, Sprache: Deutsch, Abstract: "Alle Sprachen unterliegen, solange sie in aktivem Gebrauch sind, einem kontinuierlichen Wandel" (Keller & Kirschbaum 2003: "Bedeutungswandel. Eine Einführung"). Mit Theorien des Sprachwandels und Ursachen dieses Phänomens haben sich sämtliche Forscher beschäftigt. Vor diesem Hintergrund soll diese Arbeit beginnen: Eine Sprache verändert sich in all ihren linguistischen Beschreibungsebenen. Der zu untersuchende Gegenstand, die Lexik, ist mit großer Wahrscheinlichkeit die Ebene, die sich - aus Sicht der Sprecher einer Sprache - am schnellsten wandelt, da sie am offensichtlichsten scheint. Anhand lexikalischer Veränderungen in einem Teilbereich unserer Sprache soll aufgezeigt werden, dass jene tatsächlich einem Wandel unterliegt. Gegenstand der Betrachtung ist die Sprache in der Werbung in Deutschland. Bewusst wird der Blick auf die Sprache in der Wirtschaftswerbung beschränkt, um sie von politischer, religiöser oder anderer kultureller Werbung abzugrenzen. Zentral ist dabei die Produktwerbung, die zur Förderung des Absatzes eines Unternehmens betrieben wird. Zweck dieser Arbeit ist, zu beschreiben, inwiefern sich die Verwendung der Lexik in der deutschen Produktwerbung in ihren Anfängen bis heute verändert hat. Auch soziokulturelle Einflüsse spielen beim Sprachwandel eine bedeutende Rolle. Insbesondere am Beispiel der Sprachverwendung der Werbung können Veränderungen in der Lexik, die stets im Zusammenhang mit dem soziokulturellen Kontext steht, veranschaulicht werden. In dieser Ausarbeitung soll es vordergründig um die sprachliche Auswertung gehen, dennoch wird der soziokulturelle Zusammenhang an geeigneter Stelle berücksichtigt. Leitfragen der Arbeit sind: Ist Werbesprache eine eigenständige Fachsprache? Welche Wortarten werden


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Product Details
  • ISBN-13: 9783668028678
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 44
  • Series Title: German
  • Weight: 68 gr
  • ISBN-10: 3668028672
  • Publisher Date: 16 Sep 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm


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