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Dialogismus und Diskursgenre by Juliana Ap Pedretti Furlan, Marina Célia Mendonça

Dialogismus und Diskursgenre

by Juliana Ap Pedretti Furlan , Marina Célia Mendonça
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Book cover type: Paperback
  • ISBN13: 9786209409110
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Verlag Unser Wissen
  • Publisher Imprint: Verlag Unser Wissen
  • Publication Date:
  • Pages: 104
  • Original Price: GBP 43.41
  • Language: German
  • Edition: N/A
  • Item Weight: 150 grams
  • BISAC Subject(s): Linguistics / General

Ziel dieser Arbeit ist es, Print- und audiovisuelle Anzeigen der Bombril-Kampagne zu analysieren, um zu �berpr�fen, wie die Identit�t der Kampagne aufgebaut ist. Ausgehend von der Hypothese, dass der Dialog dieser Kampagne mit dem Adressaten, mit dem historisch-sozialen Kontext, in dem die Werbemittel produziert werden, und mit den sozialen Stimmen, die diesem Kontext diskursive Materialit�t verleihen, die Identit�t dieser Werbekampagne ausmachen, untersuchen wir, wie dieser Dialog abl�uft. Als theoretische Grundlage dienen uns die bakhtinischen Diskursstudien, die den Dialogismus als Schl�sselelement der Diskursanalyse betrachten. Um diese Analysen durchzuf�hren, wurden neben anderen �berlegungen aus dem Bakhtin-Kreis auch solche zum Diskursgenre, zum Chronotopos, zur Karnevalisierung und zur Sinnproduktion in einem pr�zisen ideologischen Kontext herangezogen. In unserer Analyse wurde auch das von Maingueneau vorgeschlagene Konzept des diskursiven Ethos herangezogen.

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