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Wenn Eigenwerbung Zum Programm Wird

Wenn Eigenwerbung Zum Programm Wird


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About the Book

Im Kampf um Einschaltquoten senden Fernsehstationen regelmässig eigene Spots zu Programm und Unternehmen. Diese so genannte On-Air-Promotion gewinnt seit der Liberalisierung des Marktes immer mehr an Bedeutung. Als Trägerin eines möglichst unverwechselbaren Images prägt sie das Erscheinungsbild der Sender. Ihre kurzen und komplexen Ankündigungen geben Rätsel auf. In wenigen Sekunden sollen sie Einblick in ganze Sendungen und Filme bieten. Wie machen sie das? Was teilen sie mit und was eben gerade nicht? Welchem Aufbau folgen sie? Der Informationstransport verläuft in rasantem Tempo über mehrere Ebenen (Sprache, Schrift, Bild, dazu Musik sowie Geräusche). Inwiefern entsteht daraus ein kohärentes Produkt und in welchem Verhältnis steht dieses zum beworbenen Format?
Diese Studie untersucht die On-Air-Promotion erstmals unter primär textlinguistischer und erzähltheoretischer Perspektive. Im Rahmen einer Textanalyse sucht sie u.a. Antworten auf obige Fragen, stellt die verschiedenen Spottypen vor und leistet einen Überblick zum aktuellen interdisziplinären Forschungsstand. Als Grundlage dient reichhaltiges Datenmaterial von öffentlichem wie privatem Rundfunk aus Deutschland, Österreich und der Schweiz (2002-2005).
About the Author: Der Autor: Silvan Lerch, 1974 geboren, studierte an der Universität Zürich Germanistik, Publizistik und Romanistik. Als Tutor sprachwissenschaftlicher Lehrveranstaltungen hat er sich früh mit medienlinguistischen Fragen auseinander gesetzt. Gleichzeitig ist er seit Jahren im Fernseh- und Printjournalismus tätig (Schweizer Fernsehen SF und Zürcher Tages-Anzeiger).


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Product Details
  • ISBN-13: 9783039113217
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Publisher Imprint: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Weight: 480 gr
  • ISBN-10: 3039113216
  • Publisher Date: 14 Jun 2007
  • Binding: Paperback
  • Height: 220 mm
  • No of Pages: 322
  • Series Title: Zuercher Germanistische Studien
  • Sub Title: Zur On-Air-Promotion Im Deutschsprachigen Fernsehraum- Eine Qualitative Und Quantitative Textanalyse
  • Width: 150 mm


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