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Handbuch Werberhetorik
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Edited by:
Nina Janich
Language:
German
Published/Copyright:
2023
About this book
This volume provides a broad overview of rhetoric phenomena in advertising, taking into account historical aspects of advertising and the systematic dimensions of rhetoric, various advertising genres and diverse concepts of ‘rhetoric’. It focuses on commercial and political advertising, but also devotes specific chapters to other advertising domains (e.g., in society, culture, academia, and sport).
Author / Editor information
Nina Janich, TU Darmstadt; Steffen Pappert, Universität Duisburg-Essen; Kersten Sven Roth, Universität Zürich
Topics
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I |
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V |
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VII |
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XI |
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I Die Rhetorik des Werbens – grundsätzliche Perspektiven
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Martin Wengeler Requires Authentication Unlicensed Licensed |
1 |
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Bettina M. Bock Requires Authentication Unlicensed Licensed |
25 |
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Dominic Schüler Requires Authentication Unlicensed Licensed |
57 |
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Anne Grethe J. Pedersen and Aase Voldgaard Larsen Requires Authentication Unlicensed Licensed |
79 |
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Martin Nielsen Requires Authentication Unlicensed Licensed |
97 |
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II Systematische Zugänge zur Werberhetorik
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Thomas Niehr Requires Authentication Unlicensed Licensed |
117 |
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Christopher M. Schmidt Requires Authentication Unlicensed Licensed |
137 |
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Jürgen Spitzmüller Requires Authentication Unlicensed Licensed |
157 |
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Arne Scheuermann and Pierre Smolarski Requires Authentication Unlicensed Licensed |
179 |
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III Werberhetorik aus diachroner Perspektive
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Filippo Carlà-Uhink and Marta García Morcillo Requires Authentication Unlicensed Licensed |
191 |
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Sylvia Bendel Larcher Requires Authentication Unlicensed Licensed |
215 |
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Michael Hoffmann Requires Authentication Unlicensed Licensed |
235 |
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Ulrich Schmitz Requires Authentication Unlicensed Licensed |
255 |
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IV Formate des ökonomischen Werbens
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Ralph Müller Requires Authentication Unlicensed Licensed |
283 |
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Eva L. Wyss Requires Authentication Unlicensed Licensed |
305 |
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Ulrike A. Kaunzner Requires Authentication Unlicensed Licensed |
329 |
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Christa Dürscheid and Andi Gredig Requires Authentication Unlicensed Licensed |
353 |
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Anja Janoschka and Matthias Albisser Requires Authentication Unlicensed Licensed |
375 |
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Antje Lobin Requires Authentication Unlicensed Licensed |
397 |
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V Formate des politischen Werbens
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Dietmar Till Requires Authentication Unlicensed Licensed |
413 |
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Heiko Girnth Requires Authentication Unlicensed Licensed |
439 |
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Sascha Michel Requires Authentication Unlicensed Licensed |
461 |
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Steffen Pappert Requires Authentication Unlicensed Licensed |
483 |
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Georg Weidacher Requires Authentication Unlicensed Licensed |
503 |
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VI Werberhetorik weiterer Domänen
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Steffen Höhne Requires Authentication Unlicensed Licensed |
523 |
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Francisco Javier Montiel Alafont Requires Authentication Unlicensed Licensed |
541 |
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Hartmut Stöckl Requires Authentication Unlicensed Licensed |
561 |
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Johannes Heil Requires Authentication Unlicensed Licensed |
583 |
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Thomas Susanka Requires Authentication Unlicensed Licensed |
603 |
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Walther Kindt Requires Authentication Unlicensed Licensed |
623 |
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645 |
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649 |
Publishing information
Pages and Images/Illustrations in book
eBook published on:
March 20, 2023
eBook ISBN:
9783110318210
Hardcover published on:
March 20, 2023
Hardcover ISBN:
9783110318104
Pages and Images/Illustrations in book
Front matter:
13
Main content:
652
Safety & product resources
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Manufacturer information:
Walter de Gruyter GmbH
Genthiner Straße 13
10785 Berlin
productsafety@degruyterbrill.com
