UID:
almafu_9958355353102883
Format:
1 online resource(vii,101p.) :
,
illustrations.
Edition:
Electronic reproduction. Berlin/Boston : De Gruyter, 1998. Mode of access: World Wide Web.
Edition:
System requirements: Web browser.
Edition:
Access may be restricted to users at subscribing institutions.
ISBN:
9783110930665
Series Statement:
Grundlagen der Medienkommunikation; 4
Content:
Advertising texts are utility texts confronting us in large numbers day in, day out. The present volume looks at the forms they take, their nature and the way(s) they operate. Proceeding from a discussion of the functions of advertising in political and economic life, the author discusses numerous examples of present-day advertising copy with respect to their economic, communicative and combined scripto-iconographic basis. Further, individual interpretations of print advertising and advertising programs in the media show how the methods, strategies and advertising ploys discussed are combined to form an effective integrated message.
Note:
Frontmatter --
,
Inhaltsverzeichnis --
,
0. Vorwort --
,
1. Einleitung --
,
2. Werbung und ihre Geschichte --
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3. Anwendungsbereiche von Werbung --
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4. Zur Wissenschaftlichen Beschäftigung mit der Werbung --
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5. Werbung als Kommunikation --
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6. Grundprinzipien der Werbung --
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7. Werbestrategien --
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8. Werbung und Sprache --
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9. Das Bild in der Werbung --
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10. Einzelinterpretationen von Werbeanzeigen und Werbesendungen --
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Literaturhinweise (Auswahl).
,
Also available in print edition.
,
In German.
Additional Edition:
ISBN 9783484371040
Language:
German
DOI:
10.1515/9783110930665
URL:
https://doi.org/10.1515/9783110930665
URL:
https://doi.org/10.1515/9783110930665
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