Semantischer Mehrwert und Multifunktionalität von ...

5 Phraseologismen in der Werbung
Kira St John's Wort Tablets (IV, 30): "I'd be over the
moon if you felt the same way" ("to jump for joy")
AT&T (V, 7): "[...] your costs could go through the
roof" ("to exceed the limit")
Black Swan (V, 10): " Judy Astley keeps the critics in
stitches [...]And she'll have you rolling in the aisles
with her brilliant new novel 'Seven for a Secret'." ("to
cause someone to laugh loud and hard, over and over";
"to make an audience roll in the aisles with laughter")
Corgi Paperback (V, 18): "It takes a woman of
strength to stand against the tide" ("to stand against a
widespread tendency or movement; to protest")
The Guardian Newspaper (V, 56): "But it's only
when you get the whole picture, you can fully understand
what's going on" ("to understand the whole
situation")
Dodge Stratus (VII, 15): "So the people who designed
Dodge Stratus crumpled up the book of conventional
wisdom" ("to do something new and unusual")
Fiat Cinquecento Sporting (VII, 18): "It gets to grips
with bends. [...] it won't fail to raise the corners of your
mouth" ("to deal with [a problem or subject]; to manage
something"; "to make someone smile")
Nationwide Anglia Transaction Account (VIII, 11):
"If there is one thing we British are famous for it's
putting up with things. [...] You don't have to pay any
transaction fees, even when you're in the red" ("to
endure, tolerate something"; "to be in debit; owing
money")
The Principal Financial Group (VIII, 17): "Wrap up
an edge on your future" ("to get an advantage out of
something")
Im Rahmen dieser Arbeit ist es nicht notwendig, auf jeden einzelnen Werbetext,
der eine phraseologische Ganzheit verwendet, im Detail einzugehen.
Zwei Anzeigen sollen allerdings stellvertretend für die restlichen im Hinblick
auf ihren semantischen Mehrwert sowie ihre textbildende Potenz untersucht
werden.
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