Fachwerbung im Kulturvergleich Book by Ralph Smyreck
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Fachwerbung im Kulturvergleich

Fachwerbung im Kulturvergleich


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About the Book

Mit der Erforschung massenmedialer Kommunikation rückte auch Werbung verstärkt in den Mittelpunkt sprachwissenschaftlicher Untersuchungen. Doch während Werbung für Konsumgüter bereits ausgiebig erforscht ist, wird Werbeformaten, die sich an Fachleute in einem bestimmten Bereich richten, erstaunlich wenig Beachtung zuteil. Insbesondere fehlen kulturkontrastive Studien zur fachlichen Werbung in einzelnen Sprachen. Mit Blick auf die weitere Erforschung von kulturell geprägter (Fach-)Kommunikation und den damit verbundenen (Fach-)Textsorten ergibt sich somit ein hochaktuelles Forschungsthema, das mit dem vorliegenden Buch aufgegriffen wird. Unter Rückgriff auf verschiedene Untersuchungsansätze aus der Werbekommunikationsforschung, der Textlinguistik und Semiotik wird zunächst ein neues Analysemodell aufgebaut und sodann in einer empirischen Studie mit großem deskriptiven Aufwand überprüft. Anhand von Produktbroschüren aus der Medizintechnik werden erstmals mögliche Unterschiede und Gemeinsamkeiten der Fachwerbung im Deutschen und Englischen skizziert und die gewonnenen Erkenntnisse mit der Werbung für Konsumgüter verglichen. Durch drei Fallstudien wird schließlich der Frage nachgegangen, wie Fachwerbung an verschiedene Zielgruppen angepasst und übersetzt werden kann, um Zieltextkonventionen Rechnung zu tragen. Die Weiterentwicklung existierender Untersuchungsmethoden zur Werbetextgestaltung und die Erschließung fachexterner Ergebnisse stellt ein Novum dar, das nicht nur der Angewandten Linguistik und Translatologie, sondern auch der Fachkommunikationsforschung, der Semiotik, der kontrastiven Fachtextlinguistik und der Kulturwissenschaft neue Perspektiven eröffnen kann.


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Product Details
  • ISBN-13: 9783755700685
  • Publisher: Books on Demand
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Beispielhafte Untersuchungen deutscher und englischer Produktbroschüren aus dem Bereich Medizintechnik
  • Width: 189 mm
  • ISBN-10: 3755700689
  • Publisher Date: 15 Nov 2021
  • Height: 246 mm
  • No of Pages: 318
  • Spine Width: 17 mm
  • Weight: 621 gr


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