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Argumentationsstrategien von Wahlwerbung by Koch, Sophie

Argumentationsstrategien von Wahlwerbung

by Sophie Koch
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Book cover type: Paperback
  • ISBN13: 9783638658522
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 56
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 87 grams
  • BISAC Subject(s): Linguistics / General

Studienarbeit aus dem Jahr 2004 im Fachbereich Sprachwissenschaft / Sprachforschung (fachübergreifend), Note: keine, Martin-Luther-Universität Halle-Wittenberg (Institut für Sprechwissenschaft und Phonetik), Veranstaltung: Argumentationstheorie, Sprache: Deutsch, Abstract: Die vorliegende Arbeit widmet sich den Argumentationsstrategien von Wahlwerbung anhand von Wahlplakaten der Bundestagswahlen 1987 und 2002. Als Grundlage für die Analyse dient das Kommunikationsmodell mit seinem Sender-Kanal-Empfänger-Prinzip, das überblicksartig erläutert wird. Es folgt eine Betrachtung kommunikativer Ziele von Wahlwerbung (Aktualisierung, Emotion und Information) und deren Auswirkung auf den Wähler bzw. den Konsumenten. Es wird hierbei deutlich, dass Werbung bei unterschiedlichen Zielgruppen unterschiedliche 'Verhaltensmuster' hervorrufen kann. Anhand einer zusammenfassenden Tabelle wird die Werbewirkung nochmals verdeutlicht. Im Weiteren geht die Arbeit näher auf die Prinzipien von Wahlwerbung ein. Es wird hierbei zwischen sachlichen (Ansichten glaubhaft vermitteln), sozialen (Bezug auf das Handeln Dritter) und zeitlichen (Bezug auf vergangene, gegenwärtige oder zukünftiger Ereignisse) Sachverhalten unterschieden. Dafür wird der Begriff der 'Sprechhandlung' nach John L. Austin (1979) definiert und durch dessen Unterteilung nach John R. Searle (1971) in Hinblick auf Teilakte und Sprechhandlungsarten spezifiziert. Nach Toulmin (1958) werden fünf Schlussregeln vorgestellt, die die argumentative Kommunikation in bestimmte Argumentationsmuster systematieren und damit - als Voraussetzung für die folgende Analyse - die Grundlage einer Typologie von Argumentationsschemata bilden. Der empirische Teil vergleicht die Plakatwerbung der Bundestagswahlen von 1987 und 2002 in Hinblick auf die Themen der Wahlwerbung und ihre persuasiven Funktion. Die Analyse der Wahlwerbung von 2002 orientiert sich dabei an Martin Wachtels (1988) Untersuchung der Argumentationsstrategien bei den Bundestagswa

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