Semantischer Mehrwert und Multifunktionalität von ...

5 Phraseologismen in der Werbung
erweist sich ob der verhältnismäßig hohen Anzahl an teil- und vollidiomatischen
Phraseologismen als falsch: rund 50% der Belege des Korpus
enthalten idiomatische Phraseologismen, davon werden circa 10% normal,
etwa 15% in modifizierter Form und der Rest sprachspielerisch verwendet.
Beispiele für die normale Verwendung phraseologischer Ganzheiten sind die
Werbeanzeigen von
Kraft Free Singles (I, 47): "But isn't it fun to laugh in
the face of time?" ("to show open contempt or defiance
towards someone or something")
Quaker Instant Grits (I, 71): "One hot way to get a
jump on the day" ("to start the day with energy and
power")
Virginia Slims Cigarettes (I, 84): "Judge me on looks?
You're just scratching the surface" ("just to begin to
find out about something; to examine only the
superficial aspects of something")
Goldsmiths Jewellers (II, 9): "The legendary Rolex
Oyster [...] first saw the light of day in 1926" ("[for
something] to be finished or produced")
Smooth Silhouettes Body Contouring Hosiery (II,
35): "The shape you've been killing yourself for" ("to
suffer great pain in order to achieve something")
Maybelline Cosmetics (III, 59): "So blend, mix, layer
and play to your heart's content" ("to do whatever one
wants to do")
Maybelline Cosmetics (III, 60): "Straight from the
edge comes Rogue Vogue [...] And rules get the boot"
("to be rebellious; to live adventurously, dangerously";
"to be dismissed")
Salon Systems Conair (III, 88): "Professional problem-solvers
that speak hair's language" ("to
understand someone completely")
Centrum Vitamins (IV, 11): "I'm not ready for a bus
pass. I'm not under the weather" ("to be ill")
Echinaforce ( IV, 22): "A 50ml bottle costs just ₤6, 99,
so using a remedy to help you fight colds and flu this
winter need not cost the earth" ("to be very expensive")
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