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Argumentationsverfahren in der englischen Werbesprache by Gluth, Elena

Argumentationsverfahren in der englischen Werbesprache

by Elena Gluth
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Book cover type: Paperback
  • ISBN13: 9783346154385
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 158
  • Original Price: GBP 62.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 214 grams
  • BISAC Subject(s): General

Magisterarbeit aus dem Jahr 2005 im Fachbereich Anglistik - Linguistik, Note: 1, Freie Universität Berlin (Institut für Englische Philologie), Veranstaltung: Linguistik, Sprache: Deutsch, Abstract: Die Magisterarbeit liefert einen zusammenfassenden Überblick über mögliche formale und inhaltliche Argumentationsstrategien in der Werbung und beschäftigt sich mit der Frage wie argumentatives Überzeugen in der Werbung abläuft und dazu beiträgt, dass Werbung wirkt. Im ersten Kapitel "Argumentationstheorie" wird die klassische Argumentationslehre als theoretische Grundlage vorgestellt und um werbespezifischen inhaltlichen Argumentationsstrategien erweitert. Abschlie end wird ein Schema für die Analyse von Argumentationsstrategien in der Werbung ausgearbeitet. Das Ziel des zweiten Kapitels "Werbewirkungsforschung" ist, die Rolle und das Wirkungspotenzial der Argumentationsstrategien in der Werbung anhand der Befunde der Werbewirkungsforschung zu analysieren. Im letzten praktischen Kapitel werden englischsprachige Werbeanzeigen für Produkte der pflegenden Kosmetik für Frauen analysiert.

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