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Medienlinguistik und interdisziplinäre Forschung I

Textsortenfragen im medialen Umfeld


Edited By Zofia Bilut-Homplewicz, Anna Hanus and Agnieszka Mac

Dieses Buch untersucht sprachwissenschaftliche und medienspezifische Fragestellungen sowie Herangehensweisen unter dem Aspekt der Medienlinguistik. Die AutorInnen beziehen dabei Ansätze, Konzepte und Methoden weiterer Disziplinen mit ein. Medienlinguistik und Interdisziplinarität sind somit eng miteinander verknüpft. Der Band gibt anhand ausgewählter Medientextsorten Einblick in neuere Entwicklungen und lässt dabei sowohl theoretische Überlegungen als auch empirische Analysen zu Wort kommen.

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Wer redet, hat noch lange nicht das Sagen. Phraseologismen in Werbetexten (Grażyna Zenderowska-Korpus)


Grażyna Zenderowska-Korpus(Uniwersytet Jagielloński)

Wer redet, hat noch lange nicht das Sagen. Phraseologismen in Werbetexten

Abstract: Copywriters often make use of popular phraseologisms, modify them, break grammatical conventions, as well as challenge lexical expectations and spelling rules. Phrasal expressions enrich advertisements making them more expressive. Due to the modifications, other interesting stylistic effects can be obtained, such as vividness, ambiguity, unconventionality, surprise, wit and humour.

This article aims at an analysis of the phraseological modifications in German advertising catchphrases in the Der Spiegel and Die Zeit weeklies in order to reflect on the boundaries between the occasional and usual contexts of the use of phraseologisms.

Based on the analysis of selected examples of advertising texts, phrasal expressions and their modifications will be presented, as well as their stylistic and pragmatic functions. Examples will be used of advertisements by vehicle manufacturers, insurance companies, banks and travel agencies. The main questions posed by the author are the following: How do phraseologisms contribute to the effectiveness of certain advertisements, why are they applied, and in what form?

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