Semantischer Mehrwert und Multifunktionalität von ...

5 Phraseologismen in der Werbung
blue stick." (idiomatische Bedeutung: "to appear
suddenly, unexpectedly"; wörtliche Bedeutung: blaue
Farbe des Werbeproduktes; vgl. auch IV, 31)
Comfort Clothes Care (IV, 16): "Burn the candle at
both ends – then get rid of the smoke. Comfort Refresh
puts freshness back into clothes." (idiomatische
Bedeutung: "to work very hard/to party and stay up
very late at night"; wörtliche Bedeutung: durch
Wiederaufnahme "get rid of the smoke" evoziert)
Compeed Plaster (IV, 17): "Are your corns caught in
a vicious circle? Compeed removes corns without
damaging the skin." (idiomatische Bedeutung: "a
situation in which the solution of one problem leads to
a second problem, and the solution of the second
problem brings back the first problem, etc."; wörtliche
Bedeutung: Abbildung des Konkurrenzproduktes, eines
runden Hühneraugenpflasters, im Gegensatz zu dem
rechteckigen Compeed Plaster)
Scholl Foot and Leg Care (IV, 58): "When you're on
the go all day, your feet and legs start to ache and feel
tired and hot." (idiomatische Bedeutung: "to be active,
to be busy"; wörtliche Bedeutung: "to go = gehen,
laufen")
Polaroid (VI, 41): "Now when you describe it,
everyone gets the picture." (idiomatische Bedeutung:
"to understand completely"; wörtliche Bedeutung: das
Foto – sofort – in Händen halten)
Wesentlich interessanter als solche isolierten Phraseologismen sind idiomatische
Mehrwortgruppen, die ihre textbildende Potenz voll entfalten können. Ein
gutes Beispiel dafür ist die "Maytag Washer" (VI, 32) Werbung, deren Text
aus drei synonymen phraseologischen Ganzheiten besteht:
After years of hard work, it's curtains for Mrs.
Lindsay's Maytag washer.
Over the years, Mrs. Rae Lindsay of Englewood Cliffs,
New Jersey has certainly put her Maytag washer to the
test. First it was thousands and thousands of diapers.
Then it was loads of baseball, soccer, track and basketball
uniforms. Not to mention all the ordinary clothes
that just get dirty as three kids grow up. Let's face it,
after all those years of abuse it would come as no surprise
if her machine was all washed up. But it's not. In
fact, Mrs. Lindsay has recently challenged it with
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