Semantischer Mehrwert und Multifunktionalität von ...

Anhang
13) Lady Foot Locker: "My Motto: Speak softly and carry a big kick. -
Joetta Clark, U.S. Women's 800M Runner" (First For Women USA,
July 1996)
14) Lady Foot Locker: “This is the place where you can find your own
way. – At Lady Foot Locker, we’ll help you get where you’re going.
Faster. With the new Metallic Roman Cross-Trainer from DKNY. The
perfect way to stay right in step with the latest look and your fitness
program. You can find it at the one place that always keeps you a step
ahead of the rest.” (Glamour USA, September 1997)
15) Lands' End: "England 1 – Germany 0. – There's a result you don't see
often. Has a nice ring to it doesn't it. Sadly, it has nothing to do with
football and a great deal to do with the Lands' End Guarantee. You see,
Die Zentrale zur Bekämpfung unlauteren Wettbewerbs (The Centre for
Combating Unfair Competition) scored an own goal when it banned
Lands' End from advertising our guarantee in the German press on the
grounds that it was unfair to our German competitors. Still Germany's
loss is our gain… Over here, the Lands' End guarantee still says: 'We
accept any return, for any reason, at any time – even if you have washed
and worn it, or you don't like the colour or style. Our products are
Guaranteed. No fine prints. No arguments. Guaranteed. Period.' And
chances are, you won't find a better assurance of quality. Or better
clothes. Or a wider choice of style and colour. Makes you glad to be
British doesn't it. Sorry Germany." (The Express GB, September 1999)
[soziokulturelles Hintergrundwissen: Konkurrenz zwischen Deutschland und England,
vor allem im Sport]
16) LEE JEANS: "Drive men who aren't already crazy, crazy." (Marie
Claire USA, September 1997)
17) Lee Jeans: "If you want him to fall head-over-heels, give him
something to trip over. Lee. The Brand That Fits." (Glamour USA,
September 1996)
18) Liz Claiborne: "Easy Come. Easy Go. Go. Go. A full day... are you
dressed for it?" (Cosmopolitan USA, February 1996)
19) Liz Claiborne: "Spring forward. Daylight savings...are you dressed for
it?" (Cosmopolitan USA, April 1996)
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