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Kommunikation und Sprache in der Wirtschaftswerbung: Ein Studienbuch by Eichler, Wolfgang

Kommunikation und Sprache in der Wirtschaftswerbung: Ein Studienbuch

by Wolfgang Eichler
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Book cover type: Paperback
  • ISBN13: 9783868151343
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Igel
  • Publisher Imprint: Igel
  • Publication Date:
  • Pages: 240
  • Original Price: GBP 29.9
  • Language: German
  • Edition: N/A
  • Item Weight: 318 grams
  • BISAC Subject(s): General

Über Wirtschaftswerbung wurde und wird viel geschrieben. Doch ist die Zahl der Publikationen, die sich umfassend mit der Kommunikation und Sprache in der Wirtschaftswerbung befassen, nicht allzu gro Wolfgang Eichler dokumentiert mit Hilfe eines weit gefassten Kommunikationsbegriffs die gesellschaftlichen Grundlagen und die Erscheinungsformen der Wirtschaftwerbung. Dabei werden die wesentlichen Forschungsansätze zu dem Thema aufgezeigt und nachvollziehbar gemacht. Viele konkrete Beispiele aus Anzeigen, aber auch aus der Fernsehwerbung und der bislang wenig beachteten Katalogwerbung veranschaulichen und belegen die theoretischen Ausführungen, die sich durch einen transdisziplinären Blick auf den Gegenstand auszeichnen. Das Studienbuch verbindet wissenschaftlichen Anspruch mit allgemeinverständlicher und unterhaltsamer Sprache und wendet sich so an all diejendigen, die zu dem Phänomen Wirtschaftswerbung einen mehr reflektierenden als konsumierenden Zugang suchen.

Wolfgang Eichler ist emeritierter Professor für Didaktik der deut-schen Sprache und germanistische Sprachwissenschaft an der Universität Oldenburg. Zu seinen Veröffentlichungen zählen zahlreiche Handbücher und Studien zur deutschen Sprachdidaktik, Linguistik und Kommunikationswissenschaft sowie zur empirischen Bildungsforschung. Unlängst erarbeitete er mit Kollegen ein Internet-Projekt zu Kommunikation und Konfliktlösung in der Schule, in dem auch dieses Buch seine Wurzeln hat.

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