Semantischer Mehrwert und Multifunktionalität von ...

5 Phraseologismen in der Werbung
Solgar Vitamins (IV, 63): "Our labels give you facts.
Not fairy tales. – They say you can't tell a book by its
cover. […] At Sogar, we take a textbook approach to
labeling our natural vitamins. […] And every Solgar
lives up to its promise –every time. […] Of course, it
would be wonderful if a vitamin could make your every
wish come true. But the fact is, Solgar gives you the
real story […]. Isn't that the best way to live happily
ever after?" (Versatzstücke aus der Gattung Märchen
mit gleichzeitiger Anspielung auf den Textcharakter
unter Verwendung aktueller phraseologischer Ganzheiten)
Persil (IV, 50): "Persil Non-Bio. For snow-whites and
sleeping beauties. – For clean, clean clothes and the
cosiest bedlinen, look no further than Persil Non-Bio.
It's dermatologically tested and suits even a baby
princess's skin. Snuggle up and feel happy ever after."
Nicht-Muttersprachler haben bei der Interpretation solcher Werbetexte Schwierigkeiten,
da kulturelles Hintergrundwissen notwendig ist, um intertextuelle
Anspielungen verstehen zu können. Die (modifizierten) Phraseologismen müssen
beim Rezipienten gespeichert sein, damit er sie wiedererkennen kann; daß
dies nicht immer einfach ist, zeigen auch die nachstehenden Beispiele:
Edy's Fruit Sorbet (I, 20): "Not all sorbets are created
equal. On behalf of raspberries everywhere, we
encourage you to choose wisely." (Amerikanische
Verfassung, vgl. auch III, 93)
Elizabeth Arden (III, 29): "The sum of my whole is
GREATER than the sum of my parts."
(Gestaltpädagogik)
Gillette SensorExcel For Women (III, 39): "Feel the
difference. You've never felt anything like SensorExcel
for Women. [...] Feel the no-slip rubber grip for total
control. The handle has a soft, textured rubber grip on
both sides, so it won't slip when wet. That means more
control in the shower or bath. [...] There's no feeling in
the world like the new Gillette SensorExcel for Women."
(Anspielung auf das Warnschild "Slippery when
wet")
Soft Scrub Gel (IV, 62): "STAIN STAIN GO AWAY -
Say you've got a stain. A stubborn stain like berry juice.
No problem. Just add a dab of new Soft Scrub Gel.
Then simply rinse. Both stain and Gel go away. New
Soft Scrub Gel. Removes tough stains, then rinses clean
away." (Zauberformel)
207