Semantischer Mehrwert und Multifunktionalität von ...

5 Phraseologismen in der Werbung
The Central Bank of Cyprus (VIII, 16): "'...East is
East, and West is West, and never the twain shall
meet...' (Rudyard Kipling). We beg to differ, Mister Kipling.
Cyprus' strategic position, at the crossroads of
three continents, has played a major role in its development
as a base for many of the world's leading
multinationals. Located half way between New York
and Tokyo, the island is the obvious choice for companies
wishing to manage their international activities
effectively."
Ein anderes Kipling-Zitat, dessen Berühmtheit vor allem daher rührt, daß es
über der Eingangspforte des Wimbledon Tennis Court in Stein gemeißelt ist,
findet sich in zwei Werbetexten des Korpus, der "Nike" (II, 24) und der
"Rolex" (II, 29) Anzeige. Stellvertretend sei hier die "Rolex" Werbung angeführt:
Rolex (II, 29): "'If you can meet with Triumph and
Disaster / And treat those two imposters just the
same...' I think that's what tennis really taught me.
(Chris Evert) - That Rudyard Kipling quote, inscribed
above the players' entry to Wimbledon's Centre Court,
is a favorite of Chris Evert's. [...] On and off the court,
Chris Evert aims for quality. 'I've always set high standards
for myself; that's why I've worn a Rolex for more
than fifteen years.'"
Selbst vor modifizierten biblischen Textstellen schrecken die Werbetexter nicht
zurück 239 :
Newbridge Communications (V, 40): "DO UNTO
YOUR COMPETITORS BEFORE THEY DO UNTO
YOU. - Picture this: Your competitors have cut costs to
the bone, so have you. You're good, so are they. Then,
your competitor updates their communications
network. They become leaner, fitter, more flexible;
suddenly it's not a battle for competitive edge - you're
fighting for survival. Now, picture the reverse: It's you
who has the better communications. [...] Today, even
when communications are cutting edge, Newbridge can
cut line costs by up to 30%. Find out more about
Newbridge before your competitors beat you to it." (Do
unto others as you would have them do unto you =
"Treat people the way you want to be treated")
239 Vgl. auch die Anzeige von Elizabeth Arden (III, 27).
204