Volltext-Downloads (blau) und Frontdoor-Views (grau)

The discourse analysis of marketing communication texts in mass media

  • 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.

Export metadata

Additional Services

Search Google Scholar


Author:Yulia K. Pirogova
Parent Title (German):Mediensprache und Medienkommunikation im interdisziplinären und interkulturellen Vergleich : mit einem einleitenden Beitrag von Ludwig M. Eichinger
Publisher:Institut für Deutsche Sprache
Place of publication:Mannheim
Editor:Maja N. Volodina
Document Type:Part of a Book
Year of first Publication:2013
GND Keyword:Deutsch; Diskursanalyse; Englisch; Massenmedien
Page Number:6
First Page:257
Last Page:262
DDC classes:400 Sprache / 420 Englisch
DDC classes:400 Sprache / 430 Deutsch
Open Access?:ja
BDSL-Classification:Sprache im 20. Jahrhundert. Gegenwartssprache
Leibniz-Classification:Sprache, Linguistik
Licence (German):License LogoCreative Commons - Namensnennung-Nicht kommerziell-Keine Bearbeitung 3.0 Deutschland