Text-Bild-Beziehungen von Werbeheadlines.

Autor/in	Hirner, Roman
Titel	Text-Bild-Beziehungen von Werbeheadlines.
Quelle	In: Zeitschrift für angewandte Linguistik, (2008) 48, S. 29-47Verfügbarkeit
Beigaben	Abbildungen
Sprache	deutsch
Dokumenttyp	gedruckt; Zeitschriftenaufsatz
ISSN	1433-9889
Schlagwörter	Empirische Forschung; Presse (Publizistik); Semantik; Text; Bild; Illustration; Werbung; Deutschland
Abstract	It is the author's intention to show some semantic relations and effects between headline and illustration in press advertising. 400 examples of German print advertising were collected in 2004 to realize this objective. A linguistic research of headlines excluding illustrations does not make sense and vice versa. Both ways would lead to wrong or incomplete conclusions. Headline and illustration must be seen together as equal components with reciprocal effects. One of the most frequent reciprocal effect is ambiguity. The copywriter plays with two semantic levels. Very often he uses simultaneously the figurative and the literal meaning of idioms. Ambiguity ensures a surprising and sometimes a humorous effect, which intensifies the attraction for the reader. By contrast the picture can also help to clear the message of an ambiguous headline. Excluding the illustration the meaning of the headline can be vague or indistinct. The reciprocal correlation guarantees that the reader makes out the right meaning. Further the copywriter tries to give the headline a humorous sense or to make sexually charged with the illustration. With both methods he wants to catch the attention of the reader. At last the illustration can increase the credibility of the headline message. Particularly if the copywriter makes an assertion, he will get the problem of missing credibility. A person, who shows his satisfaction with the product in the picture, intensifies the credibility and serves as seeming proof for the correctness. Finally the reciprocal relation between headline and illustration is the basis of all semantic effects. So it is important that the advertising research as well as the linguistics regard both components always in the reciprocal relation and not each for its own. (Verlag, adapt.).
Erfasst von	Informationszentrum für Fremdsprachenforschung, Marburg
Update	2022/3