Im Osten Nichts Neues?: Eine Pragmalinguistisch-Semiotische Analyse Ausgewaehlter Werbeanzeigen Fuer Ostprodukte Im Zeitraum 1993 Bis 1998
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Die Auswirkungen der deutschen Wiedervereinigung sind im gesamten Bereich der Kommunikation spürbar. Der Untersuchungsgegenstand dieser Arbeit ist die werbliche Kommunikation für die sogenannten Ostprodukte in den Printmedien. Dabei wird der Frage nachgegangen, ob sich aufgrund der unterschiedlichen Sozialisation andere Werte und Normen für die Ostdeutschen ausmachen lassen und in welcher Form dies in der Werbekommunikation einen Niederschlag findet. Der Nachweis der kulturellen Determination von Werbetexten erfordert ein integratives Modell zur Textanalyse, das den engen Rahmen rein linguistischer Kategorien verlä t und eine Integration mit anderen Bereichen wie der Semiotik, Pragmatik und Soziologie versucht. Damit wird es möglich, der Forderung nach einer interdisziplinären Öffnung der Fachtextlinguistik zu entsprechen. Die empirischen Fallstudien ergaben durchaus spezifische Charakteristika und Vertextungsstrategien, die auf das eigene Lebensgefühl und die Werte der Ostdeutschen abheben.
Die Autorin: Angelika Hennecke wurde 1965 in Görlitz geboren. 1983-1988 Studium als Diplomsprachmittlerin für Russisch und Spanisch an der Sektion Theoretische und Angewandte Sprachwissenschaften der Universität Leipzig. Arbeit als Übersetzerin und Dolmetscherin, mehrfache Auslandseinsätze. 1994 Einschreibung an der Kulturwissenschaftlichen Fakultät der Europa-Universität Viadrina in Frankfurt (Oder), Lehrbeauftragte für Spanisch. Von 1995 bis 1998 wissenschaftliche Mitarbeiterin am Lehrstuhl für Sprachwissenschaft II der EUV. Promotion 1998.
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