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Konfrontative Werbeanalyse

Konfrontative Werbeanalyse


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About the Book

Magisterarbeit aus dem Jahr 2011 im Fachbereich Russistik / Slavistik, Technische Universität Dresden, Sprache: Deutsch, Abstract: Die Idee zu dieser Untersuchung kam bei meiner Forschung zu russischen Produktnamen auf, in deren Rahmen ich viele russische Werbeanzeigen gesichtet habe. Aus den Werbeklassikern von Tietz oder Behrens, mit denen ich im Rahmen meines Studiums der Kommuni-kationswissenschaften in Berührung gekommen war, hatte ich noch einen der Leitsätze in Erinnerung: "Verwende niemals Negation in der Werbung". Bei der Untersuchung der russischen Werbeanzeigen fiel mir aber ganz nebenbei auf, dass häufig verschiedene Formen der Negation in den Werbetexten vorkamen. Schnell entstand die These, dass die Art der Konstruktion der Negation in der tschechischen und der russischen Sprache bessere Voraussetzungen bietet, die negativ ausgedrückte Werbebotschaft korrekt und vor allem schnell zu erfassen, als es diejenige in der deutschen Sprache ver¬mag. Und dass auf Grund dieser Tatsache die Negation in russischen und tschechischen Werbeanzeigen viel häufiger vorkommt. So entstand der Wunsch, die These, ob denn das systemlinguistische Phänomen die Akzeptanz der Negation in der Werbung steigert, zu prüfen. Diese Untersuchung widmet sich der inhaltlichen Ebene der Werbean-zeigen und schränkt den Fokus auf die Verwendung von Negation ein. Es wird versucht, die Negation in Werbeanzeigen daraufhin zu prüfen, welche kommunikative Funktion sie innerhalb des Werbetextes erfüllt, ob sie Teil einer informativen oder einer emotionalen Strategie ist. Im nächsten Schritt erfolgen der Vergleich unter den drei Sprachen und der Versuch, Begründungen für die Unterschiede zu finden. Ziel dieser Arbeit ist es nicht, einen Beweis zu erbringen, dass slawische Konstruktionen der Negation besser, schneller oder richtiger wahrgenommen werden als deutsche (natürlich nur bezogen auf die besondere Kommunikationssituation eines Werbe"dialogs"). Diese Untersuchung möchte vielmehr zeigen


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Product Details
  • ISBN-13: 9783656204978
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3656204977
  • Publisher Date: 01 Jun 2012
  • Height: 210 mm
  • No of Pages: 130
  • Series Title: German
  • Weight: 231 gr


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