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.
Author: | Yulia K. Pirogova |
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URN: | urn:nbn:de:bsz:mh39-6763 |
ISBN: | 978-3-937241-41-8 |
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 |
Language: | German |
Year of first Publication: | 2013 |
Tag: | Marketing-Kommunikation |
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 |
Linguistics-Classification: | Medienlinguistik |
Licence (German): | Creative Commons - Namensnennung-Nicht kommerziell-Keine Bearbeitung 3.0 Deutschland |