Advertising texts are utility texts confronting us in large numbers day in, day out. The present volume looks at the forms they take, their nature and the way(s) they operate. Proceeding from a discussion of the functions of advertising in political and economic life, the author discusses numerous examples of present-day advertising copy with respect to their economic, communicative and combined scripto-iconographic basis. Further, individual interpretations of print advertising and advertising programs in the media show how the methods, strategies and advertising ploys discussed are combined to form an effective integrated message.

Topics

Frontmatter Publicly Available Download PDF	i
Inhaltsverzeichnis Publicly Available Download PDF	v
0. Vorwort Requires Authentication Unlicensed Licensed Download PDF	ix
1. Einleitung Requires Authentication Unlicensed Licensed Download PDF	1
2. Werbung und ihre Geschichte Requires Authentication Unlicensed Licensed Download PDF	4
3. Anwendungsbereiche von Werbung Requires Authentication Unlicensed Licensed Download PDF	7
4. Zur Wissenschaftlichen Beschäftigung mit der Werbung Requires Authentication Unlicensed Licensed Download PDF	11
5. Werbung als Kommunikation Requires Authentication Unlicensed Licensed Download PDF	20
6. Grundprinzipien der Werbung Requires Authentication Unlicensed Licensed Download PDF	30
7. Werbestrategien Requires Authentication Unlicensed Licensed Download PDF	32
8. Werbung und Sprache Requires Authentication Unlicensed Licensed Download PDF	41
9. Das Bild in der Werbung Requires Authentication Unlicensed Licensed Download PDF	80
10. Einzelinterpretationen von Werbeanzeigen und Werbesendungen Requires Authentication Unlicensed Licensed Download PDF	86
Literaturhinweise (Auswahl) Requires Authentication Unlicensed Licensed Download PDF	99

(Deutsch)

Language: German
Publisher: De Gruyter
Copyright year: 1998
Edition: Reprint 2012
Pages
- Front matter: 7
- Main content: 101
Illustrations
- Illustrations: 9
- Tables: 2
Keywords: Werbung

eBook

Published: February 6, 2013
ISBN: 9783110930665

Hardcover

Published: April 30, 1998
ISBN: 9783484371040

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