Kurz zur Pragmatik von Werbeslogans

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Data

2017

Autorzy

Jílková, Hana

Tytuł czasopisma

ISSN

Tytuł tomu

Wydawnictwo

Wydawnictwo Uniwersytetu Rzeszowskiego

Abstrakt

The paper deals with the question of the pragmatic level of advertising slogans. It focuses on the characteristics of basic acts, tactics and strategies of communication. Individual speech tactics and strategies are demonstrated with regard to printed German and Czech advertisement. Single forms of actions as assertion, presentation, question and suggestion are described more closely. Basic situational aspects of advertising slogans are mentioned and further described as monologic or dialogic.

Opis

Słowa kluczowe

Advertising slogans, pragmatics, communicative acts, communicative strategy, communicative situation, communicative form, situational aspects, monologue, dialogue

Cytowanie

Germanistische Kontexte, nr 2(1)/2017, s. 77–89