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Lexikalische Mittel zur sprachlichen Gestaltung von Exotik. Dargestellt an werbenden Texten für Tee

Lexikalische Mittel zur sprachlichen Gestaltung von Exotik. Dargestellt an werbenden Texten für Tee


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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich Medien / Kommunikation - Fachkommunikation, Sprache, Note: 2,0, Universität Erfurt (Philosophische Fakultät), Veranstaltung: Lexikologie und Lexikografie, Sprache: Deutsch, Abstract: Grundlage für dieses Vorhaben bildet ein Textkorpus von 19 verschiedenen Texten, die für Teeprodukte werben. Thema und somit Schwerpunkt dieser Arbeit soll es sein, diesen Korpus unter ausgewählten lexikologischen Gesichtspunkten akzentuiert zu beschreiben und der Frage nachzugehen, warum die jeweiligen Sprachvorkommen fremd und exotisch anmuten. Es gilt die Mittel, die Exotik beschreiben, hervorrufen oder aber auch suggerieren, zu ermitteln, als solche darzulegen und in ihrer Funktionsweise innerhalb ihres Gebrauchs zu beschreiben. Werbung, sei es in Zeitungsannoncen, Fernsehwerbespots oder Pop-ups im Internet, wurde als ein stets gegenwärtiger und bestimmender Faktor unseres kulturellen Lebens in den letzten Jahren zunehmend Mittelpunkt sprachwissenschaftlicher Untersuchungen. Denn der sprachlichen "Gestaltung von Werbung (...) kommt nach wie vor eine wichtige Bedeutung im Hinblick auf den Erfolg zu" (Sauer 1998). Es interessierte daher, wie Werbung durch Sprache, oft auch in Kopplung mit visuellen und akustischen Mitteln, funktioniert und resultierend daraus, wie die Kaufentscheidung des Kunden beeinflusst werden kann. Doch diese Arbeit macht es sich nicht zur Aufgabe, danach zu fragen, wie Produkte werbestrategisch beworben werden, sondern der Fokus liegt vielmehr auf den einzelnen sprachlichen Phänomenen, die beim Rezipienten, also beim Kunden selbst, einen bestimmten Eindruck bzw. eine Empfindung als Resultat einer Assoziation hervorrufen - die der Exotik. Bereits Janich hat sich unter sprachwissenschaftlichem Gesichtspunkt mit der Assoziation als ein "In-Beziehung-setzen von Wörtern mit anderen Wörtern oder außersprachlichen Dingen und Sachverhalten" auseinandergesetzt und festgestellt, dass es im "Interesse der Werbetreibenden [li


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Product Details
  • ISBN-13: 9783963565397
  • Publisher: Bod Third Party Titles
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 100 gr
  • ISBN-10: 396356539X
  • Publisher Date: 04 Mar 2024
  • Height: 210 mm
  • No of Pages: 26
  • Spine Width: 2 mm
  • Width: 148 mm


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