Werbesprache: ein Arbeitsbuch
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | German |
| Veröffentlicht: |
Tübingen
Narr
1999
|
| Schriftenreihe: | Narr-Studienbücher
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 247 S. Ill., graph. Darst. |
| ISBN: | 3823349740 |
Internformat
MARC
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| 100 | 1 | |a Janich, Nina |d 1968- |e Verfasser |0 (DE-588)120362651 |4 aut | |
| 245 | 1 | 0 | |a Werbesprache |b ein Arbeitsbuch |c Nina Janich |
| 264 | 1 | |a Tübingen |b Narr |c 1999 | |
| 300 | |a 247 S. |b Ill., graph. Darst. | ||
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| 650 | 7 | |a Taalgebruik |2 gtt | |
| 650 | 7 | |a Teksten |2 gtt | |
| 650 | 4 | |a Deutsch | |
| 650 | 4 | |a Sprachgebrauch | |
| 650 | 4 | |a Advertising |x Terminology | |
| 650 | 4 | |a German language |x Business German | |
| 650 | 4 | |a German language |x Technical German | |
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Datensatz im Suchindex
| _version_ | 1804127403993202688 |
|---|---|
| adam_text | Inhalt
Eine Art Regieanweisung ....................................... 7
1. Ein kurzer Forschungsüberblick: Die Werbung in der Wissenschaft . . 11
2. Der Rahmen: Markt und Kommunikation ...................... 16
2.1 Was heißt hier eigentlich Werbung? ............................ 16
2.2 Eine werbewissenschaftliche „Checkliste für die Sprachwissenschaft ... 17
2.2.1 Werbeobjekte ......................................... 17
2.2.2 Werbeziele ........................................... 19
2.2.3 Werbewirkung ........................................ 19
2.2.4 Werbeplanung und Zielgruppenbestimmung ................. 21
2.2.5 Werbemittel - Werbeträger............................... 23
2.3 Werbung - eine inszenierte Form von Kommunikation ............. 29
2.3.1 Kommunikationsmodelle.....................:.......... 30
2.3.2 Werbesprache: eine Inszenierung .......................... 33
2.3.3 Manipulation oder Information? .......................... 35
2.4 Rezeption und Produktion - zwei Perspektiven.................... 37
3. Mikrokosmos Anzeige: Bausteine der Werbung .................. 40
3.1 Schlagzeile ............................................... 40
3.2 Fließtext ................................................. 44
3.3 Slogan................................................... 45
3.4 Produktname ............................................. 48
3.5 Besondere Formen von Textelementen .......................... 55
3.6 Bildelemente.............................................. 58
3.7 Und der Fernsehspot? Versuch einer Übertragung.................. 64
4. Sprachwissenschaftliche Forschungsfeltjter ...................... 66
4.1 Eine methodenkritische Vorwarnung ........................... 66
4.2 Die pragmatische Perspektive: Absicht - Inhalt - Form .............. 68
4.2.1 Textfunktion und Sprechhandlungen ....................... 68
4.2.2
Persuasive
Funktionen von Sprache........................ 80
4.2.3 Argumentation........................................ 82
4.3 Die sprachliche Form: Vom Wort zum Text ....................... 95
4.3.1 Lexik ............................................... 95
a) Wortarten und Wortbildung............................ 96
b) Fremdsprachiges .................................... 103
c) Hochwertwörter - Schlüsselwörter - Plastikwörter........... 111
6__________________________________________________________________________Inhalt
4.3.2 Phraseologie..........................................118
4.3.3 Syntax ..............................................123
4.3.4 Textgrammatik........................................126
4.4 Besondere Werbestrategien...................................132
4.4.1 Rhetorik in der Werbung ................................132
a) Rhetorischer Textaufbau ..............................133
b) Rhetorische Figuren..................................135
c) Sprachspiele........................................140
4.4.2 Inszenierung von Varietäten..............................152
a) Fachsprache........................................153
b) Jugendsprache......................................159
c) Dialekt............................................163
4.4.3 Intertextualität ........................................166
4.5 Die äußere Form: Interpunktion und Typographie .............,...175
4.6 Text und Bild..............................................184
5. Methodische Tipps...........................................191
5.1 Vorschlag für ein Analysemodell ...............................191
5.2 Aufbau eines Korpus - ein paar Anmerkungen....................199
6. Der Blick über den Tellerrand .................................202
6.1 Diachronie - ein Interpretationsproblem.........................202
6.2 Interkulturalität - die kontrastive Perspektive .....................208
6.3 Werbung und Sprachkritik ...................................213
Lösungsvorschläge zu den Aufgaben..............................215
Literaturverzeichnis ..............................................237
Register .......................................................245
|
| any_adam_object | 1 |
| author | Janich, Nina 1968- |
| author_GND | (DE-588)120362651 |
| author_facet | Janich, Nina 1968- |
| author_role | aut |
| author_sort | Janich, Nina 1968- |
| author_variant | n j nj |
| building | Verbundindex |
| bvnumber | BV012736556 |
| callnumber-first | P - Language and Literature |
| callnumber-label | PF3120 |
| callnumber-raw | PF3120.C7 |
| callnumber-search | PF3120.C7 |
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| callnumber-subject | PF - West Germanic Languages |
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| ctrlnum | (OCoLC)42918479 (DE-599)BVBBV012736556 |
| dewey-full | 659.1014 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1014 |
| dewey-search | 659.1014 |
| dewey-sort | 3659.1014 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Germanistik / Niederlandistik / Skandinavistik Sprachwissenschaft Wirtschaftswissenschaften Literaturwissenschaft |
| format | Book |
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| id | DE-604.BV012736556 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:32:48Z |
| institution | BVB |
| isbn | 3823349740 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008660822 |
| oclc_num | 42918479 |
| open_access_boolean | |
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| physical | 247 S. Ill., graph. Darst. |
| publishDate | 1999 |
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| spelling | Janich, Nina 1968- Verfasser (DE-588)120362651 aut Werbesprache ein Arbeitsbuch Nina Janich Tübingen Narr 1999 247 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Narr-Studienbücher Duits gtt Reclame gtt Taalgebruik gtt Teksten gtt Deutsch Sprachgebrauch Advertising Terminology German language Business German German language Technical German Deutsch (DE-588)4113292-0 gnd rswk-swf Werbesprache (DE-588)4065535-0 gnd rswk-swf Online-Ressource (DE-588)4511937-5 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Deutsch (DE-588)4113292-0 s Werbesprache (DE-588)4065535-0 s Online-Ressource (DE-588)4511937-5 s 1\p DE-604 Digitalisierung SABAschaffenburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008660822&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Janich, Nina 1968- Werbesprache ein Arbeitsbuch Duits gtt Reclame gtt Taalgebruik gtt Teksten gtt Deutsch Sprachgebrauch Advertising Terminology German language Business German German language Technical German Deutsch (DE-588)4113292-0 gnd Werbesprache (DE-588)4065535-0 gnd Online-Ressource (DE-588)4511937-5 gnd |
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| title | Werbesprache ein Arbeitsbuch |
| title_auth | Werbesprache ein Arbeitsbuch |
| title_exact_search | Werbesprache ein Arbeitsbuch |
| title_full | Werbesprache ein Arbeitsbuch Nina Janich |
| title_fullStr | Werbesprache ein Arbeitsbuch Nina Janich |
| title_full_unstemmed | Werbesprache ein Arbeitsbuch Nina Janich |
| title_short | Werbesprache |
| title_sort | werbesprache ein arbeitsbuch |
| title_sub | ein Arbeitsbuch |
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