TY  - CHAP
U1  - Buchbeitrag
A1  - Pirogova, Yulia K.
ED  - Volodina, Maja N.
T1  - The discourse analysis of marketing communication texts in mass media
T2  - Mediensprache und Medienkommunikation im interdisziplinären und interkulturellen Vergleich : mit einem einleitenden Beitrag von Ludwig M. Eichinger
N2  - The term ‘marketing communications’ is used to denote communications by means of various persuasive messages about products, organizations, candidates and ideas that marketers send to audiences to build up knowledge of the mentioned objects, to evoke positive attitudes towards them, to stimulate the audience to act in a certain way (buy, use, vote, approve) and remain loyal to them. Possibly the most dominant type of marketing communications in our culture is advertising, but there are many other effective forms of marketing persuasion (public relations, sponsorship, point-of-sale communications, sales promotion, event marketing, product placement, etc.). Advertising uses mass media channels (traditional and new media) to contact and interact with the audiences, and thus the language of advertising has become a special form of mass media language.
KW  - Deutsch
KW  - Englisch
KW  - Massenmedien
KW  - Diskursanalyse
KW  - Marketing-Kommunikation
Y1  - 2013
U6  - https://nbn-resolving.org/urn:nbn:de:bsz:mh39-6763
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:mh39-6763
SN  - 978-3-937241-41-8
SB  - 978-3-937241-41-8
SP  - 257
EP  - 262
S1  - 6
PB  - Institut für Deutsche Sprache
CY  - Mannheim
ER  -