Die Relevanz Der Semiotik F R Die Gestaltung Von Slogans Und Markennamen
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Die Relevanz Der Semiotik F R Die Gestaltung Von Slogans Und Markennamen
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Author : Nina Lampret
language : de
Publisher: GRIN Verlag
Release Date : 2008
Die Relevanz Der Semiotik F R Die Gestaltung Von Slogans Und Markennamen written by Nina Lampret and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with categories.
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
The Way We Think
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Author : Gilles Fauconnier
language : en
Publisher: Basic Books
Release Date : 2008-08-06
The Way We Think written by Gilles Fauconnier and has been published by Basic Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-08-06 with Psychology categories.
In its first two decades, much of cognitive science focused on such mental functions as memory, learning, symbolic thought, and language acquisition -- the functions in which the human mind most closely resembles a computer. But humans are more than computers, and the cutting-edge research in cognitive science is increasingly focused on the more mysterious, creative aspects of the mind. The Way We Think is a landmark synthesis that exemplifies this new direction. The theory of conceptual blending is already widely known in laboratories throughout the world; this book is its definitive statement. Gilles Fauconnier and Mark Turner argue that all learning and all thinking consist of blends of metaphors based on simple bodily experiences. These blends are then themselves blended together into an increasingly rich structure that makes up our mental functioning in modern society. A child's entire development consists of learning and navigating these blends. The Way We Think shows how this blending operates; how it is affected by (and gives rise to) language, identity, and concept of category; and the rules by which we use blends to understand ideas that are new to us. The result is a bold, exciting, and accessible new view of how the mind works.
Barbarian Spring
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Author : Jonas Lüscher
language : en
Publisher: Haus Publishing
Release Date : 2015-03-15
Barbarian Spring written by Jonas Lüscher and has been published by Haus Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-15 with Fiction categories.
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.
Peirce S Theory Of Signs
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Author : T. L. Short
language : en
Publisher: Cambridge University Press
Release Date : 2007-02-12
Peirce S Theory Of Signs written by T. L. Short and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-02-12 with Philosophy categories.
In this book, T. L. Short corrects widespread misconceptions of Peirce's theory of signs and demonstrates its relevance to contemporary analytic philosophy of language, mind and science. Peirce's theory of mind, naturalistic but nonreductive, bears on debates of Fodor and Millikan, among others. His theory of inquiry avoids foundationalism and subjectivism, while his account of reference anticipated views of Kripke and Putnam. Peirce's realism falls between 'internal' and 'metaphysical' realism and is more satisfactory than either. His pragmatism is not verificationism; rather, it identifies meaning with potential growth of knowledge. Short distinguishes Peirce's mature theory of signs from his better-known but paradoxical early theory. He develops the mature theory systematically on the basis of Peirce's phenomenological categories and concept of final causation. The latter is distinguished from recent and similar views, such as Brandon's, and is shown to be grounded in forms of explanation adopted in modern science.
The Position Of The German Language In The World
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Author : Ulrich Ammon
language : en
Publisher: Routledge
Release Date : 2019-08-08
The Position Of The German Language In The World written by Ulrich Ammon and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-08-08 with Foreign Language Study categories.
The Position of the German Language in the World focuses on the global position of German and the factors which work towards sustaining its use and utility for international communication. From the perspective of the global language constellation, the detailed data analysis of this substantial research project depicts German as an example of a second-rank language. The book also provides a model for analysis and description of international languages other than English. It offers a framework for strengthening the position of languages such as Arabic, Chinese, French, Portuguese, Spanish and others and for countering exaggerated claims about the global monopoly position of English. This comprehensive handbook of the state of the German language in the world was originally published in 2015 by Walter de Gruyter in German and has been critically acclaimed. Suitable for scholars and researchers of the German language, the handbook shows in detail how intricately and thoroughly German and other second-rank languages are tied up with a great number of societies and how these statistics support or weaken the languages’ functions and maintenance.
A Companion To The Anthropology Of Europe
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Author : Ullrich Kockel
language : en
Publisher: John Wiley & Sons
Release Date : 2015-12-14
A Companion To The Anthropology Of Europe written by Ullrich Kockel and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-14 with Social Science categories.
A Companion to theAnthropologyof Europe BLACKWELL COMPANIONS TO ANTHROPOLOGY A Companion to the Anthropology of Europe “The volume also deserves a place on the shelves of academic libraries as well as the larger public library.” Reference Reviews “Summing Up: Highly recommended. All academic levels/libraries.” Choice “This important collection challenges all anthropologists to re-examine the importance of European perspectives on the most provocative debates of our time. It transcends regional interests to highlight the complex intellectual landscape of our field.” Tracey Heatherington, University of Wisconsin, Milwaukee “This significant volume critically interrogates assumptions about Europe as an idea and a place for research. It provides fresh perspectives on the past and future of anthropological studies of Europe.” Deborah Reed-Danahay, SUNY at Buffalo, President of the Society for the Anthropology of Europe A Companion to the Anthropology of Europe offers a survey of contemporary Europeanist anthropology and European ethnology, and a guide to emerging trends in this geographical field of research. Utilizing diverse approaches to the anthropological study of Europe, Kockel, Nic Craith, and Frykman provide a synthesis of the different traditions and contemporary practices. Investigating the subject both geographically and thematically, the companion covers key topics such as location, heritage, experience, and cultural practices. Written by leading international scholars in the field, the volume constitutes the first authoritative guide for researchers, instructors, and students of anthropology and European studies.
Audiencemaking
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Author : D. Charles Whitney
language : en
Publisher: SAGE Publications, Incorporated
Release Date : 1994-06-30
Audiencemaking written by D. Charles Whitney and has been published by SAGE Publications, Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994-06-30 with Business & Economics categories.
This provocative book shows how media institutions define their audiences and how these definitions shape the work of organizations within them. Leading scholars show that the audience definitions-in-use in each sector shape modern media. Receivers, they argue, are constituted as institutionally-effective audiences that have social meaning and//or economic value within the system. These include measured audiences, generated by research services, sold by media channels and bought by advertisers; specialized or segmented audiences whose particular interests are anticipated or created and then met by content producers; and hypothesized audiences whose interest, convenience and necessity are presumably protected by regulators.
Amerikanische Popul Rkultur In Deutschland
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Author : Heike Paul
language : de
Publisher: Leipziger Universitätsverlag
Release Date : 2002
Amerikanische Popul Rkultur In Deutschland written by Heike Paul and has been published by Leipziger Universitätsverlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Civilization, Modern categories.
English
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Author : Anna Wierzbicka
language : en
Publisher: Oxford University Press
Release Date : 2006-04-27
English written by Anna Wierzbicka and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-04-27 with Language Arts & Disciplines categories.
It is widely accepted that English is the first truly global language and lingua franca. Anna Wierzbicka, the distinguished linguist known for her theories of semantics, has written the first book that connects the English language with what she terms "Anglo" culture. Wierzbicka points out that language and culture are not just interconnected, but inseparable. She uses original research to investigate the "universe of meaning" within the English language (both grammar and vocabulary) and places it in historical and geographical perspective. This engrossing and fascinating work of scholarship should appeal not only to linguists and others concerned with language and culture, but the large group of scholars studying English and English as a second language.
Issues In Language Testing Research
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Author : John W. Oller
language : en
Publisher: Newbury House Publishers
Release Date : 1983
Issues In Language Testing Research written by John W. Oller and has been published by Newbury House Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 1983 with Language Arts & Disciplines categories.