Literaturnachweis - Detailanzeige
| Autor/in | Schmitz, Ulrich |
|---|---|
| Titel | Blickfang und Mitteilung. Zur Arbeitsteilung von Design und Grammatik in der Werbekommunikation. |
| Quelle | In: Zeitschrift für angewandte Linguistik, (2011) 54, S. 79-109 |
| Beigaben | Abbildungen; Tabellen 4 |
| Sprache | deutsch |
| Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
| ISSN | 1433-9889 |
| Schlagwörter | Kommunikation; Grammatik; Kommunikation; Semiotik; Werbung; Symbolismus; Grammatik; Korpusanalyse; Semiotik; Symbolismus; Visualisieren; Werbung |
| 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. (Verlag). |
| Erfasst von | Informationszentrum für Fremdsprachenforschung, Marburg |
| Update | 2022/2 |
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