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Werbung - Grenzenlos 9783631566213

Werbung - Grenzenlos

Multimodale Werbetexte im interkulturellen Vergleich

ISBN-10: 3631566212
ISBN-13: 9783631566213
PUBLISHER: Peter Lang GmbH, Internationaler Verlag der Wissenschaften
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Note: Not guaranteed to come with supplemental materials (access codes, CDs, DVDs)
Product Description: Werbung ist als kaum mehr #65533;berschaubares Forschungsfeld von Kommunikationswissenschaft und Linguistik nur #65533;scheinbar#65533; ausgereizt. Aufgrund der immer st#65533;rkeren Pr#65533;senz von Marketing- und Promotionsstrategien, der Zunahme der Wirtschaftskommunikation in allen gesellschaftlichen Sektoren quer #65533;ber den Globus, der technologisch und medial bedingten Differenzierung in immer wieder neue Formen, Typen und Textsorten sowie der Aufwendung der verschiedensten Codes und Stilmittel kann diese lifestyle-gepr#65533;gte #65533;Kunst des Alltags#65533; nie genug untersucht werden. In diesem Band, dessen Beitr#65533;ge zu einem Gro#65533;teil einer Sektion der Jahrestagung der #65533;Gesellschaft f#65533;r Angewandte Linguistik#65533; (GAL), September 2006, entstammen, geht es im Kern um das sogenannte global advertising, das hei#65533;t um die Anlage und Durchf#65533;hrung kultur#65533;bergreifender Werbetextualit#65533;t. Die stets vergleichenden Analysen nehmen die verschiedensten Botschaften und ihre multimodalen Gestaltungsstrategien im Spannungsfeld zwischen Globalisierung und Kulturspezifik kritisch unter die Lupe. Dabei sind die Zug#65533;nge sowohl linguistischer und semiotischer als auch soziologischer und #65533;konomischer Natur. Zentrales Anliegen aller Beitr#65533;ge ist die Betonung einer interdisziplin#65533;ren Ausrichtung sowie eine kritische Revision der Untersuchungsmethoden und ihrer Erkenntnisziele.

Additional Details

PAGES: 252
CATEGORY: Business & Economics, Language Arts & Disciplines

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