Semantischer Mehrwert und Multifunktionalität von ...

Anhang
216
Jameson. The smooth whiskey. What's the rush?" (Options GB, May
1996)
[Bild: Herde Schafe, die auf ein enges Tor zuströmen; situationsspezifische Redewendung,
benutzt von Flugbegleiterinnen im Flugzeug kurz nach der Landung;
Beispiel für indirekte Werbung, kann nur im Kontext verstanden werden und basiert
auf Hintergrunderfahrungen: soziokulturelles und Weltwissen erforderlich)
39) JELL-O Pudding and Cool Whip Whipped Topping: "Mousse in
minutes" (Woman & Home USA, March 1996)
40) Kellog's Nutri-Grain: "We took out the sugar. And sweetened the
deal." (Good Housekeeping USA, July 1995)
41) KELLOGS SMART START CEREAL: "Seize the day." (Self Fitness
Special USA, September 1999)
[lateinisches Sprichwort carpe diem; intertextuelle Anspielung auf den Film "Dead
Poets' Society"]
42) KELLOG'S SPECIAL K: "'Do I look good in this?' and other
landmines. [...] The battle of the sexes isn't about winning the war. It's
about surviving the losses. And every men knows women have an unfair
advantage. Like trick questions. You know, the innocent, lethal variety
that get you when you least expect: 'Darling, does my bum look big in
this?' or 'Which shoes look better?' Pure TNT. Whenever you talk about
a woman's appearance, there's always a possibility of heavy casualties.
So the best advice for men ist to walk a fire line between boy friend and
boy fiend. The truth is, when it comes to their bodies, men can never
completely understand women. But we can try. For starters, we can try a
bowl of their favourite cereal, Kellog's Special K, with ice-cold milk.
It's 99% fat free and although it's not exactly a window into their
psyche, it's got a crunchy, malty, wheaty flavour that's hard to resist.
And it fills you up. However, the final reward of eating Special K isn't
obvious until she asks one of her awkward questions. Just stick a
spoonful of it into your mouth and you won't have to say anything."
(Woman & Home GB, March 2000)
43) Kikkoman Soy Sauce: "There was a time when Chinese New Year was
celebrated only by the Chinese. Times have changed." (Good
Housekeeping GB, June 1996)