WENN WERBUNG ÜBER DIE WERBUNG SPRICHT. METAKOMMUNIKATIVE STRATEGIEN IN DER WERBUNG

• Authors: Roman Opiłowski
• Languages of publication: DE

Abstracts

EN

Among many advertising strategies there appeared recently a special one: an advertising which refersto itself in metacommunicative way. An advertising medium, a formal component (e.g. a headline), an advertising design as well as a transmitter and receiver become themselves a persuasive, directly verbalized theme of an advertising. This creates a unique metacommunicative parallel text, which forms together with other advertising elements through words and image a whole advertising. This self-referential strategy allows a recipient to recognize the advertising as a text class, because of his/ her passive knowledge. Through that an advertising meets the persuasive function of aestheticization, acceptability, comprehensibility and attractiveness.

Keywords

EN

advertising strategies; medium; Opiłowski Roman

• Publisher: Wydawnictwo Uniwersytetu Wroclawskiego
• Journal: Germanica Wratislaviensia
• Year: 2010
• Volume: 131
• Pages: 125-135

Contributors

author

Roman Opiłowski