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  1. 1 Germanica Wratislaviensia

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  1. 1 Opiłowski R.

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  1. 1 2010

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

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Opiłowski R.
Germanica Wratislaviensia
|
2010
|
vol. 131
125-135
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.
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