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Bedeutungsverschiebung und Sinnerzeugung durch Text-Bild-Relationen in der Werbung by Poschen, Stefanie

Bedeutungsverschiebung und Sinnerzeugung durch Text-Bild-Relationen in der Werbung

by Stefanie Poschen
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Book cover type: Paperback
  • ISBN13: 9783668376489
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 56
  • Original Price: USD 39.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 87 grams
  • BISAC Subject(s): Linguistics / General

Bachelorarbeit aus dem Jahr 2016 im Fachbereich Sprachwissenschaft / Sprachforschung (fachübergreifend), Note: 1,0, Rheinisch-Westfälische Technische Hochschule Aachen (Institut für Sprach- und Kommunikationswissenschaft), Veranstaltung: Hauptseminar Semantik, Sprache: Deutsch, Abstract: "[...] visible language is only the tip of the iceberg of invisible meaning construction that goes on as we think and talk." (Fauconnier 1997: 1). Sprachgebrauch und Sprachverstehen lässt sich anhand der Metapher des Eisberges gut verdeutlichen: sie zeigt, dass ein sprachliches Zeichen allein nicht ausreicht, um Bedeutung umfassend zu beschreiben - es ist lediglich die Spitze des Eisberges. Die Bedeutungskonstruktion hingegen findet im Verborgenen statt und umfasst viel mehr, als die lexikalische Bedeutung des sichtbaren oder hörbaren Sprachzeichens bietet. Hintergrundwissen, Weltwissen und Kontext spielen für die Konstruktion von Bedeutung eine wichtige Rolle und verlangen dem Rezipienten oftmals anspruchsvolle kognitive Leistungen ab. Insbesondere in der Werbekommunikation ragt die Spitze des Eisberges nur geringfügig aus dem Meer hervor, da meist nur wenige sprachliche Zeichen realisiert werden und die Werbebotschaft oft unterdeterminiert ist (vgl. Ziem 2012: 73). Der Rezipient steht vor der Aufgabe, anhand der gegebenen Zeichen und seines Hintergrundwissens unter Berücksichtigung des Kontextes die Bedeutung zu erschlie en. Neben den sprachlichen Zeichen sind ebenfalls die bildlichen Zeichen in der Werbung von gro er Bedeutung, da beide Zeichenkodes miteinander in Beziehung treten (vgl. Stöckl 2011; 2012). Sprache-Bild-Relationen spielen bei der Bedeutungskonstruktion in der Werbung somit eine wichtige Rolle. Des Weiteren wird bei der Rezeption von Werbung der Betrachter oft durch pointierte Werbeaussagen überrascht (vgl. Ziem 2006: 47). Dies geschieht vor allem, wenn eine aufgebaute Bedeutung durch weitere Informationen - sei es durch Bild- oder Sprachzeichen - verschoben u

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