Die Relevanz der Semiotik für die Gestaltung von Slogans und Markennamen

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Publisher : GRIN Verlag
ISBN 13 : 3638656144
Total Pages : 73 pages
Book Rating : 4.6/5 (386 download)

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Book Synopsis Die Relevanz der Semiotik für die Gestaltung von Slogans und Markennamen by : Nina Lampret

Download or read book Die Relevanz der Semiotik für die Gestaltung von Slogans und Markennamen written by Nina Lampret and published by GRIN Verlag. This book was released on 2008 with total page 73 pages. Available in PDF, EPUB and Kindle. Book excerpt: Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Hochschule RheinMain (Fachbereich Medienwirtschaft), Veranstaltung: Unternehmensführung, Sprache: Deutsch, Abstract: In Zeiten immer austauschbar werdender Produkte bedient sich die Werbesprache immer mehr bestimmter Zeichen und Codes, um den Produkten zu einer bestimmten Bedeutung zu verhelfen und ihnen eine unverwechselbare Persönlichkeit zu verleihen, um sie so für die anvisierte Zielgruppe interessant zu machen. Es geht darum, mittels Vorstellungsbilder das Produkt für den Rezipienten emotional aufzuladen. Ob es dem Unternehmen gelingt durch Kommunikationsmaßnahmen, die für ein Produkt vorgesehenen Werte auch tatsächlich zu vermitteln, ist entscheidend für den Erfolg und das Image des Unternehmens. Um dies zu erreichen bedienen sich die Werbestrategen immer häufiger der Semiotik, welche vereinfacht als die allgemeine Theorie der Zeichen, Zeichensysteme und Zeichenprozesse beschrieben werden kann. Welchen Stellenwert nimmt nun aber die Semiotik bei der Gestaltung von Werbeelementen ein? Dieser Frage wird in dem vorliegenden Text auf den Grund gegangen. Die Untersuchung der Werbesprache erfolgt aus dem linguistischen Verständnis heraus. Dabei wird der Fokus auf die Untersuchung von Werbeslogans und Markennamen mit Hilfe einer semiotischen Werbeanalyse gelegt. Zu Beginn der Arbeit wurde eine theoretische Einführung in die Semiotik unternommen, dabei wurden zunächst die Grundlagen der Semiotik - Begriffsdefinition, geschichtliche Entwicklung, Vorstellung der Teildisziplin Mediensemiotik mit ihrer Unterdisziplin Werbesemiotik - darlegt, um anschließend auf dessen bedeutendsten Vertreter (Charles S. Peirce, Ferdinand de Saussure und Charles W. Morris) und deren Theorien einzugehen. Danach wurden die beiden Werbetextbausteine, der Slogan und der Markenname, in ihrer Funktionalität beschrieben. Anschließend wurden die zur Betrachtung der Slogans und Markennamen rele

American Automobile Names

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Publisher :
ISBN 13 :
Total Pages : 352 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis American Automobile Names by : Ingrid Piller

Download or read book American Automobile Names written by Ingrid Piller and published by . This book was released on 1996 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advertising as Multilingual Communication

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Publisher : Springer
ISBN 13 : 0230503012
Total Pages : 221 pages
Book Rating : 4.2/5 (35 download)

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Book Synopsis Advertising as Multilingual Communication by : H. Kelly-Holmes

Download or read book Advertising as Multilingual Communication written by H. Kelly-Holmes and published by Springer. This book was released on 2016-01-11 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.

Barbarian Spring

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Publisher : Haus Publishing
ISBN 13 : 1908323841
Total Pages : 108 pages
Book Rating : 4.9/5 (83 download)

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Book Synopsis Barbarian Spring by : Jonas Lüscher

Download or read book Barbarian Spring written by Jonas Lüscher and published by Haus Publishing. This book was released on 2015-03-15 with total page 108 pages. Available in PDF, EPUB and Kindle. Book excerpt: On a business trip to Tunisia, Preising, a leading Swiss industrialist, is invited to spend the week with the daughter of a local gangster. He accompanies her to the wedding of two London city traders at a desert luxury resort that was once the site of an old Berber oasis. With the wedding party in full swing and the bride riding up the aisle on a camel, no one is aware that the global financial system stands on the brink of collapse. As the wedding guests nurse their hangovers, they learn that the British pound has depreciated tenfold, and their world begins to crumble around them. So begins Barbarian Spring, the debut novel from Jonas Lüscher, a major emerging voice in European fiction. The timely and unusual novel centers on a culture clash between high finance and the value system of the Maghreb. Provocative and entertaining, Barbarian Spring is a refreshingly original and all-too-believable satire for our times.

Design Als Rhetorik

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Publisher : Birkhauser
ISBN 13 : 9783038214359
Total Pages : pages
Book Rating : 4.2/5 (143 download)

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Book Synopsis Design Als Rhetorik by : Gesche Joost

Download or read book Design Als Rhetorik written by Gesche Joost and published by Birkhauser. This book was released on 2013-02-12 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Der Sammelband -Design als Rhetorik-stellt die klassische Kommunikationslehre der Rhetorik als eine neue und umfassende Metatheorie des Designs vor. Sie betrifft prinzipiell alle Bereiche heutigen Designs vom Grafikdesign uber die Architektur bis zur Interfacegestaltung."

Project Work, Second Edition

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Publisher : Oxford University Press
ISBN 13 : 9780194372251
Total Pages : 142 pages
Book Rating : 4.3/5 (722 download)

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Book Synopsis Project Work, Second Edition by : Diana L. Fried-Booth

Download or read book Project Work, Second Edition written by Diana L. Fried-Booth and published by Oxford University Press. This book was released on 2002-04-11 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt: Provides a variety of accessible ideas for projects inside and outside the classroom. This work features tasks that give participants the chance to improve their competence in the four skills as well as in useful areas such as giving presentations, making a video, and producing reports and articles.

Crossing Languages to Play with Words

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Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110463474
Total Pages : 364 pages
Book Rating : 4.1/5 (14 download)

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Book Synopsis Crossing Languages to Play with Words by : Sebastian Knospe

Download or read book Crossing Languages to Play with Words written by Sebastian Knospe and published by Walter de Gruyter GmbH & Co KG. This book was released on 2016-09-26 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: Wordplay involving several linguistic codes is an important modality of ludic language. This volume offers a multidisciplinary approach to the topic, discussing examples from different epochs, genres, and communicative situations. The contributions illustrate the multi-dimensionality, linguistic make-up, and the special interactive potential of wordplay across linguistic and cultural boundaries, including the challenging practice of translation.

Expanding the Lexicon

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Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110498162
Total Pages : 282 pages
Book Rating : 4.1/5 (14 download)

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Book Synopsis Expanding the Lexicon by : Sabine Arndt-Lappe

Download or read book Expanding the Lexicon written by Sabine Arndt-Lappe and published by Walter de Gruyter GmbH & Co KG. This book was released on 2018-01-22 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: The creation of new lexical units and patterns has been studied in different research frameworks, focusing on either system-internal or system-external aspects, from which no comprehensive view has emerged. The volume aims to fill this gap by studying dynamic processes in the lexicon – understood in a wide sense as not being necessarily limited to the word level – by bringing together approaches directed to morphological productivity as well as approaches analyzing general types of lexical innovation and the role of discourse-related factors. The papers deal with ongoing changes as well as with historical processes of change in different languages and reflect on patterns and specific subtypes of lexical innovation as well as on their external conditions and the speakers’ motivations for innovating. Moreover, the diffusion and conventionalization of innovations will be addressed. In this way, the volume contributes to understanding the complex interplay of structural, cognitive and functional factors in the lexicon as a highly dynamic domain.

Cemetery of the Murdered Daughters

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Publisher :
ISBN 13 :
Total Pages : 412 pages
Book Rating : 4.X/5 (3 download)

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Book Synopsis Cemetery of the Murdered Daughters by : Sara Lennox

Download or read book Cemetery of the Murdered Daughters written by Sara Lennox and published by . This book was released on 2006 with total page 412 pages. Available in PDF, EPUB and Kindle. Book excerpt: Austrian writer Ingeborg Bachmann is widely regarded as one of the most important 20th century authors writing in German. This book examines her poetry and prose in historical context, arguing that the feminist interpretations of her writings are the result of shifts in theoretical emphases over a period of three decades.

Cultures and Traditions of Wordplay and Wordplay Research

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Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110586371
Total Pages : 300 pages
Book Rating : 4.1/5 (15 download)

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Book Synopsis Cultures and Traditions of Wordplay and Wordplay Research by : Esme Winter-Froemel

Download or read book Cultures and Traditions of Wordplay and Wordplay Research written by Esme Winter-Froemel and published by Walter de Gruyter GmbH & Co KG. This book was released on 2018-10-22 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume focuses on realisations of wordplay in different cultures and social and historical contexts, and brings together various research traditions of approaching wordplay. Together with the volume DWP 7, it assembles selected papers presented at the interdisciplinary conference The Dynamics of Wordplay / La dynamique du jeu de mots (Trier, 2016) and stresses the inherent dynamicity of wordplay and wordplay research.

Sport and Political Ideology

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Publisher : University of Texas Press
ISBN 13 : 0292768877
Total Pages : 328 pages
Book Rating : 4.2/5 (927 download)

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Book Synopsis Sport and Political Ideology by : John Hoberman

Download or read book Sport and Political Ideology written by John Hoberman and published by University of Texas Press. This book was released on 2014-06-30 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: Across the modern political spectrum, left-wing and right-wing political theorists have invested sport with ideological significance. That significance, however, varies distinctively and characteristically with the ideology—a phenomenon John Hoberman terms "ideological differentiation." Taking this phenomenon as its point of departure, this provocative work interprets the major sport ideologies of the twentieth century as distinct expressions of political doctrine. Hoberman argues that a political ideology's interpretation of sport is shaped in part by the value it assigns to work and play as modes of experience; the political anthropologies of right and left can be distinguished by examining their resistance to—or affinity for—sportive imagery of their leaders and of the state itself; there exists a fascist temperament that shows an affinity to athleticism and the sphere of the body that is not shared by the left. Tracing modern sport ideology back to its premodern antecedents, Hoberman examines the interpretations of sport that have been promulgated by European political intellectuals, such as cultural conservatives and contemporary neo-Marxists, and by the official ideologists of Nazi Germany, the Soviet Union, the German Democratic Republic, and China before and after Mao. As a form of mass theater, sport can advertise any ideology. But the deeper relationship between sport and political ideology has never before been explored wth such vigor. Presenting the first general theory of sport and political ideology to appear in any language, Hoberman's groundbreaking work is a unique and invaluable contribution to the intellectual and political history of sport in the twentieth century.

Herzog & de Meuron

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Publisher : Springer Science & Business Media
ISBN 13 : 9783037780497
Total Pages : 468 pages
Book Rating : 4.7/5 (84 download)

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Book Synopsis Herzog & de Meuron by : Herzog & de Meuron

Download or read book Herzog & de Meuron written by Herzog & de Meuron and published by Springer Science & Business Media. This book was released on 2005 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt: More than any of their contemporaries, Swiss architects Jacques Herzog and Pierre de Meuron are challenging the boundaries between architecture and art. Natural History explores that challenge, examining how the work of this formidable pair has drawn upon the art of both past and present, and brought architecture into dialogue with the art of our time. Echoing an encyclopedia, this publication reflects the natural history museum structure of the exhibition which it accompanies, organized by the Canadian Centre for Architecture. Models and projects by Herzog & de Meuron, as well as by other artists, are structured around six thematic portfolios that suggest an evolutionary history of the architects' work: Appropriation & Reconstruction, Transformation & Alienation, Stacking & Compression, Imprints & Moulds, Interlocking Spaces, and Beauty & Atmosphere. Each section is introduced with a statement from Herzog, and more than 20 artists, scholars, and architects have contributed essays, including Carrie Asman, Georges Didi-Huberman, Kurt W. Forster, Boris Groys, Ulrike Meyer Stump, Peggy Phelan, Thomas Ruff, Rebecca Schneider, Adolf Max Vogt, and Jeff Wall.

Foreign Languages in Advertising

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Publisher : Springer Nature
ISBN 13 : 3030316912
Total Pages : 263 pages
Book Rating : 4.0/5 (33 download)

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Book Synopsis Foreign Languages in Advertising by : Jos Hornikx

Download or read book Foreign Languages in Advertising written by Jos Hornikx and published by Springer Nature. This book was released on 2019-12-17 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.

Body by Weimar

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Publisher : Oxford University Press
ISBN 13 : 0199311242
Total Pages : 197 pages
Book Rating : 4.1/5 (993 download)

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Book Synopsis Body by Weimar by : Erik N. Jensen

Download or read book Body by Weimar written by Erik N. Jensen and published by Oxford University Press. This book was released on 2013-06-20 with total page 197 pages. Available in PDF, EPUB and Kindle. Book excerpt: Body by Weimar argues that male and female athletes fundamentally recast gender roles during Germany's turbulent post-World War I years and established the basis for a modern body and modern sensibility that remain with us to this day.

The Oxford Handbook of Sports History

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Publisher : Oxford University Press
ISBN 13 : 0199858918
Total Pages : 577 pages
Book Rating : 4.1/5 (998 download)

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Book Synopsis The Oxford Handbook of Sports History by : Robert Edelman

Download or read book The Oxford Handbook of Sports History written by Robert Edelman and published by Oxford University Press. This book was released on 2017 with total page 577 pages. Available in PDF, EPUB and Kindle. Book excerpt: Practiced and watched by billions, sport is a global phenomenon. Sport history is a burgeoning sub-field that explores sport in all forms to help answer fundamental questions that scholars examine. This volume provides a reference for sport scholars and an accessible introduction to those who are new to the sub-field.

Enduring Innocence

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Publisher : MIT Press
ISBN 13 : 0262550652
Total Pages : 253 pages
Book Rating : 4.2/5 (625 download)

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Book Synopsis Enduring Innocence by : Keller Easterling

Download or read book Enduring Innocence written by Keller Easterling and published by MIT Press. This book was released on 2007-09-28 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: How outlaw "spatial products"—resorts, information technology campuses, retail chains, golf courses, and ports—act as cunning pawns in global politics. In Enduring Innocence, Keller Easterling tells the stories of outlaw "spatial products"—resorts, information technology campuses, retail chains, golf courses, ports, and other hybrid spaces that exist outside normal constituencies and jurisdictions—in difficult political situations around the world. These spaces—familiar commercial formulas of retail, business, and trade—aspire to be worlds unto themselves, self-reflexive and innocent of politics. But as Easterling shows, in reality these enclaves can become political pawns and objects of contention. Jurisdictionally ambiguous, they are imbued with myths, desires, and symbolic capital. Their hilarious and dangerous masquerades often mix quite easily with the cunning of political platforms. Easterling argues that the study of such "real estate cocktails" provides vivid evidence of the market's weakness, resilience, or violence. Enduring Innocence collects six stories of spatial products and their political predicaments: cruise ship tourism in North Korea; high-tech agricultural formations in Spain (which have reignited labor wars and piracy in the Mediterranean); hyperbolic forms of sovereignty in commercial and spiritual organizations shared by gurus and golf celebrities; automated global ports; microwave urbanism in South Asian IT enclaves; and a global industry of building demolition that suggests urban warfare. These regimes of nonnational sovereignty, writes Easterling, "move around the world like weather fronts"; she focuses not on their blending—their global connectivity—but on their segregation and the cultural collisions that ensue.Enduring Innocence resists the dream of one globally legible world found in many architectural discourses on globalization. Instead, Easterling's consideration of these segregated worlds provides new tools for practitioners sensitive to the political composition of urban landscapes.

Last Living Words

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Publisher :
ISBN 13 :
Total Pages : 384 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Last Living Words by : Ingeborg Bachmann

Download or read book Last Living Words written by Ingeborg Bachmann and published by . This book was released on 2005 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: A new translation of some of the most outstanding works by Ingeborg Bachmann