Published by De Gruyter Mouton

Volume 2011 Issue 54

Issue of Zeitschrift für Angewandte Linguistik

Contents
Journal Overview

March 4, 2011

Editorial

Page range: 1-3

March 4, 2011

Multimodale Werbekommunikation – Theorie und Praxis

Hartmut Stöckl

Page range: 5-32

Abstract

The present contribution discusses the complex relations between advertising research (theory) and the making of advertising (practice). It argues that advertising theory may only be useful for the advertising agencies if the knowledge generated is practically relevant, accessible, comprehensible and the external conditions favour its application. Based on a concise assessment of the interrelationship between research and practice (2) and a careful examination of available theory – mainly from pragmatic linguistics and communication studies (3.1) – the paper suggests some promising ways of future advertising research, such as multimodal corpus analysis, contrastive stylistics, advertising history, professional writing, and empirical reception studies (3.2). The article also proposes and explains some key-principles of a methodology for contemporary and applied advertising research (3.3) including a multimodal and holistic perspective, an array of semiotic tools of analysis, a firm basis of transcription and a focus on motivating design decisions. Finally, the paper provides a multimodal sample analysis of a recent TV-commercial thus outlining a feasible methodology applicable to a number of practical purposes.

March 4, 2011

Strategien der Vertextung in Werbetexten

Stephan Stein

Page range: 33-56

Abstract

In Linguistics of text it has been argued that there is an obvious connection between the function of a text and the chosen textualisation pattern (like argumentation, description, narration and explication). For example, it is likely to find variations of the textualisation pattern argumentation in such texts that are meant to evoke persuasive effects and a positive emotional attitude of the recipient. The article deals with this question and wants to point out the different kinds of textualisation patterns and their use in advertising texts. Since advertising nowadays very often prefers indirect forms of appealing and aims at making the recipient think positive of the advertised product, it is to find out which basic forms of textualisation patterns can be combined with the dominant textual function. For this purpose the article discusses the different structures of textualisation patterns and applies them to different examples of advertising texts.

March 4, 2011

Kontinuität und Diskontinuität in der Werbung – am Beispiel von Werbeanzeigen für Zahnpflegeprodukte

Andrea Bachmann-Stein

Page range: 57-78

Abstract

Advertizing can be understood as a mirror of social trends, norms, values and conventions, because it reflects the language use at the time. Due to this assumption it is highly interesting to examine the language of advertising diachronically. The article wants to describe whether and to what extent changing social conditions are reflected by the advertising texts. For this purpose it concentrates on analyzing a series of advertisements for dental products that have been published since 1900. So, the analysis focuses on finding out continuities as well as discontinuities in advertising means and their use over a period of more than 110 years. Finally, the article presents the results of an inquiry in order to prove that making use of well-tried advertising strategies might cause a lack of understanding and unacceptability in contemporary advertising.

March 4, 2011

Blickfang und Mitteilung. Zur Arbeitsteilung von Design und Grammatik in der Werbekommunikation

Ulrich Schmitz

Page range: 79-109

Abstract

Design is conceived of as a symbolic form, according to Cassirer's definition. Via design, texts and pictures are merged into “viewable surfaces” (e.g., posters, computer screens) and thus jointly constitute new units of meaning. In this process, a semiotic division of labour between grammar and design is developing, which considerably relieves the task of grammar as a structural system for language. An empirical study on print examples of advertisements focusing on conveying information and thus accentuating utility value (groceries in supermarkets) as well as of aestheticizing advertisements focusing on brand images (automotive industry) prove the reduction of cohesion-forming linguistic means (in particular grammatical features). On the basis of these advertisements, design is eventually understood as a diagrammatic achievement in terms of Peirce's pragmatic semiotics.

March 4, 2011

Von der Bleiwüste bis zur Diashow: Zur Rezeption zentraler Formen wissenschaftlicher Präsentationen

Philipp Niemann, Martin Krieg

Page range: 111-143

Abstract

Within the framework of a research project on mediatization effects on sciences, presentations of diverse scientific disciplines have been tested in a multi-phase reception study based on the method of eye tracking. In addition to data acquisition in a live scenario during conferences and workshops, the thus recorded scientific presentations were systematically manipulated in the reception laboratory in the second phase of the study. This made it possible to test the influence of the diverse modalities (presenter, speech, slides) separately. In addition to concrete research findings on the reception of scientific presentations, the study empirically discloses the necessity of an integrative theoretical approach that considers both the product and the recipient with the aim of analysing the reception and understandability of multimodal presentations. Such an approach is provided by the interactive theory of multimodal understanding.

March 4, 2011

Rezensionen

Page range: 145-167

March 4, 2011

Angebote zur Rezension

Page range: 169-171

About this journal

The Zeitschrift für Angewandte Linguistik (ZfAL) is the official publication of the Gesellschaft für Angewandte Linguistik (GAL) [Society for Applied Linguistics]. It is one of the most important German journals in this field and appears biannually.

ZfAL seeks to represent the entire field of applied linguistics and to give impulses for the academic discourse in all of its subdisciplines (e.g. languages for specific purposes; language and social interaction; intercultural communication; lexicography; media didactics and media literacy; media communication; multilingualism; migration linguistics; phonetics, rhetoric and speech science; writing research; sociolinguistics; language teaching/pedagogy; language criticism; text linguistics and stylistics; translation and interpreting studies, among others). The emphasis of applied linguistics is on the transfer of linguistic methods and insights to the professional practice of those whose work concerns language, language use and communication.