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Kreativer Umgang Mit Sprache in Der Werbung. Eine Analyse Der Anzeigen- Und Plakatwerbung Von Mcdonald‘S 2003

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Kreativer Umgang Mit Sprache in Der Werbung. Eine Analyse Der Anzeigen- Und Plakatwerbung Von Mcdonald‘S 2003 ›› NET.WORXDIE ONLINE-SCHRIFTENREIHE DES PROJEKTS SPRACHE@WEB Matthias Wabner Kreativer Umgang mit Sprache in der Werbung. Eine Analyse der Anzeigen- und Plakatwerbung von McDonald‘s 2003 Nr. 32 @ websprache ∞ werbesprache handysprache ∑ medienanalyse IMPRESSUM IMPRESSUM NETWORX ist die Online- ein. Dieses beinhaltet das Recht von McDonald‘s« <http: Schriftenreihe des Projekts der Nutzung und Wiedergabe im //www.mediensprache.net/net|- . Die Reihe ist eine In- und Ausland in gedruckter und worx/networx-32.pdf>. In: Net- sprache @ web eingetragene Publikation beim elektronischer Form sowie die worx. Nr. 32. ISSN: 1619-1021. Nationalen ISSN-Zentrum der Befugnis, Dritten die Wiedergabe Deutschen Bibliothek in Frankfurt und Speicherung dieses Werkes Zitiert nach Runkehl, Jens & am Main. zu gestatten. Unverlangt ein- Torsten Siever (3 2001). Das gehende Manuskripte und Bücher Zitat im Internet. Ein Electronic ISSN werden nicht zurückgesandt. Style Guide zum Publizieren, 1619-1021 Begutachtung Bibliografieren und Zitieren. Die Begutachtung eingesandter Hannover. Herausgeber Beiträge wird von den Heraus- Jens Runkehl, Prof. Dr. Peter gebern sowie den Vertretern des Schlobinski und Torsten Siever wissenschaftlichen Beirats vorge- RICHTLINIEN nommen. Wissenschaftlicher Beirat Umfang Prof. Dr. Jannis Androutsopoulos Copyright 1 Normseite entspricht der Größe (Universität Hannover), für © Projekt . DIN-A-4. Die Seitenzahl ist sprache @ web den Bereich websprache & Die Publikationsreihe Networx unbegrenzt. medienanalyse. sowie alle in ihr veröffentlichten Prof. Dr. Christa Dürscheid Beiträge und Abbildungen sind Untergliederung (Universität Zürich), für den urheberrechtlich geschützt. Längere Texte sollten moderat Bereich handysprache. Jede Verwertung außerhalb der untergliedert sein; mehr als drei Dr. Nina Janich engen Grenzen des Urheber- Untergliederungsstufen sind in (Universität Regensburg), für rechtsgesetzes ist ohne aus- der Regel nicht wünschenswert. den Bereich werbesprache. drückliche Zustimmung des Projekts unzulässig Prof. Dr. Ulrich Schmitz sprache @ web Versandweg (Universität Essen), für den und strafbar. Das gilt insbesondere Das Manuskript soll nach Bereich websprache. für Vervielfältigungen, Übersetz- Möglichkeit als Anhang einer E- ungen, Mikroverfilmungen Mail versendet werden (vgl. auch Anschrift und die Einspeicherung und »Einsendung von Manuskripten« Verarbeitung in elektronischen Projekt sprache@web auf dieser Seite). Universität Hannover Systemen. Königsworther Platz 1, PF 44 Adresse 30167 Hannover Informationsstand Bitte mit dem Manuskript die Internet: 01. Januar 2003 vollständige Dienstanschrift sowie www.mediensprache.net eine Telefonnummer für evtl. E-Mail: Rückfragen einreichen. [email protected] ZU DIESER ARBEIT Korrekturverfahren Einsendung von Autor & Titel Die Redaktion behält sich Manuskripten Matthias Wabner: Kreativer Änderungswünsche am Manu- Beiträge und Mitteilungen sind Umgang mit Sprache in der skript vor. an die folgende E-Mail-Adresse Werbung. Eine Analyse der zu richten: Anzeigen- und Plakatwerbung [email protected] von McDonald‘s. Hinweis zur Version Manuskripteinsendung 1.0 Mit der Annahme des Manuskripts zur Veröffentlichung in der Bibliografische Aufnahme Info zu: Schriftenreihe Networx räumt der Matthias Wabner (2003). Autor dem Projekt sprache@web »Kreativer Umgang mit Sprache ü NET.WORX-Qualität das zeitlich, räumlich und inhaltlich in der Werbung. Eine Analyse ü NET.WORX-Homepage unbeschränkte Nutzungsrecht der Anzeigen- und Plakatwerbung » http://www.mediensprache.net/networx/ 2 NETWORX INHALTSVERZEICHNIS IMPRESSUM .................................................................................................... 2 HINWEISE FÜR DEN BENUTZER .............................................................. 6 1 WERBUNG ............................................................................................ 7 1.1 Werbung – eine Definition ........................................................... 7 1.2 Eingrenzung des Untersuchungsgegenstandes ............................. 7 1.3 Rahmenbedingungen für Werbung .............................................. 8 1.3.1 Werbeplanung ................................................................... 8 1.3.2 Werbeziele ......................................................................... 9 1.3.3 Zur Bedeutung des Produktnamens ................................. 12 1.4 Werbemedien ............................................................................... 14 1.4.1 Werbemittel – Werbeträger .............................................. 14 1.4.2 Kategorisierung von Werbemitteln .................................. 14 1.4.3 Die gängigen Werbeträger ................................................ 15 1.4.4 Entscheidungskriterien für die Wahl des Mediums .......... 15 1.5 Werbung als Kommunikationsinstrument .................................... 16 1.5.2 Rezeption und Reaktion von bzw. auf Werbung .............. 18 2 WERBUNG UND SPRACHE ............................................................. 19 2.1 Sprache in der Werbung ............................................................... 19 2.2 Zur Textualität von Werbung ....................................................... 19 2.3 Werbungssprache – eine Varietät? ................................................ 20 2.4 Kommunikative Funktionen werblicher Sprechhandlungen ....... 21 INHALTSVERZEICHNIS 3. KREATIVITÄT ......................................................................................... 22 3.1 Kreativität als Wesensmerkmale von Sprache .............................. 22 3.2 Eingrenzung des Terminus Kreativität ........................................ 23 3.2.1 Das Kriterium Originalität ............................................... 23 3.2.2 Das Kriterium Inszenierung ............................................. 23 3.2.3 Das Kriterium Abweichung .............................................. 24 3.3 Arbeitsdefinition von Kreativität .................................................. 25 3.4 Möglichkeiten zum kreativen Umgang mit Sprache ................... 25 3.5 Möglichkeiten zum kreativen Umgang mit Sprache in der Werbung ............................................................................. 25 3.5.1 Gegenseitige Abhängigkeit von Kreativität und Rezeption .................................................................. 26 3.6 Basistechniken für kreative Sprachgestaltungen ......................... 27 3.6.1 Basistechnik Abwandlung von Phraseologismen .............. 27 3.6.2 Basistechnik Intertextualität ............................................. 30 3.6.3 Basistechnik Wortspiele .................................................... 33 3.6.4 Basistechnik Lautverschriftungen .................................... 34 3.7 Basiseffekte ................................................................................... 35 3.7.1 Basiseffekt IK: Inkompatibilitäten .................................... 35 3.7.2 Basiseffekt V: Verdichtungen ............................................ 35 3.7.3 Basiseffekt E: Expansionen ............................................... 36 3.7.4 Kombinationstypen K ....................................................... 36 4 ANALYSE DES KORPUS ..................................................................... 37 4.1 Strukturmerkmale von Plakat- und Anzeigenwerbung ................ 37 4.2 Techniken für Effekte, die auf dem Basiseffekt Inkompatibilität basieren .............................................................. 41 4.3 Techniken für Effekte, die auf dem Basiseffekt Verdichtungen basieren ................................................................. 59 4.4 Techniken für Effekte, die auf dem Basiseffekt Expansionen basieren .................................................................... 74 5 ZUSAMMENFASSUNG ...................................................................... 96 » http://www.mediensprache.net/networx/ 4 NETWORX INHALTSVERZEICHNIS 6 ANMERKUNGEN ................................................................................ 99 7 ANHANG: VERZEICHNIS DER BEISPIELE ..................................... 106 8 BIBLIOGRAFIE ..................................................................................... 115 1 Quellen ................................................................................................. 115 2 Wörterbücher, Lexika .......................................................................... 115 3 Bibliographien ...................................................................................... 116 4 Literatur ............................................................................................... 116 ALLE NETWORX-ARBEITEN IM ÜBERBLICK ........................................... 119 » http://www.mediensprache.net/networx/ 5 NETWORX HINWEISE FÜR DEN BENUTZER Dieses Internet-Dokument ist zitierbar! Diese wichtige Eigenschaft für wissen- schaftliche Dokumente wird durch den vom Projekt sprache @ web erarbeiteten ü Leitfaden »Das Zitat im Internet« erreicht. Die bibliografische Aufnahme ü für dieses Dokument ist 2 hier verzeichnet; einen ShortGuide für alle wichtigen weiteren Fragen sowie nützliche Tipps zum Zitieren stehen kostenlos ü zum Download zur Verfügung. Obwohl die NET.WORX als PDF-Dokumente für die Lektüre auf Papier beson- ders geeignet sind, unterstützen sie als Netzarbeiten natürlich auch Hyperlinks: 2 : Link, der auf eine Textstelle innerhalb des vorliegenden Dokuments verweist. Bei einem Klick auf den Pfeil, bzw. den dahinter stehenden Begriff wird
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