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Semiotische Interpretation von PKW-Modellbezeichnungen by Hempel, Marc

Semiotische Interpretation von PKW-Modellbezeichnungen

by Marc Hempel
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Book cover type: Paperback
  • ISBN13: 9783638754224
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 41 grams
  • BISAC Subject(s): Linguistics / General

Studienarbeit aus dem Jahr 2006 im Fachbereich Sprachwissenschaft / Sprachforschung (fach�bergreifend), Note: 1,7, Rheinisch-Westf�lische Technische Hochschule Aachen (Institut f�r Romanische Philologie), Veranstaltung: Semiotik, Sprache: Deutsch, Abstract: In Zeiten stetig wachsender Konkurrenz und konstatierbarer gro er Austauschbarkeit von Produkten, gerade im Bereich der Automobilbranche, ist die Werbesprache gezwungen, sich in st�rkerem Ma e spezieller Zeichen und Codes zu bedienen, um den Produkten eine bestimmte Bedeutung und den Anstrich der Einzigartigkeit zu verleihen. Durch suggestive Bilder werden die Produkte f�r den Rezipienten emotional aufgeladen und wecken die Aufmerksamkeit der anvisierten Zielgruppe. Entscheidend f�r den Erfolg und das Image des Unternehmens ist hierbei der Vermittlungsgrad der f�r ein Produkt vorgesehenen Werte. Welche Strategien nutzt nun das Marketing bei der Benennung ihrer Produkte und welche Assoziationen sollen geweckt werden? Mit diesen und anderen interpretatorischen Fragestellungen besch�ftigt sich ein Teilbereich der Semiotik, einer Wissenschaft, die vereinfacht als allgemeine Theorie der Zeichen, Zeichensysteme und Zeichenprozesse definiert werden kann. Die vorliegende Arbeit soll anhand einiger konkreter Beispiele zu einer semiotischen Werbeanalyse von Pkw-Modellbezeichnungen gelangen. Zun�chst werden in einer theoretischen Einf�hrung die Grundlagen der Semiotik dargelegt und die f�r die Interpretation bedeutsamste Theorie ausf�hrlich vorgestellt. Danach behandelt die Arbeit die Charakteristika und Funktionen von Marken- und Produktnamen im Generellen. Abschlie end soll eine analytische Untersuchung von Markennamen die Benennungsstrategie im Automobilbereich sowie gewisse beobachtbare Trends, Gemeinsamkeiten aber auch einige Beispiele f�r Fehlschl�ge der Werbeindustrie aufzeigen.

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