Ausdrucksmittel zur Gestaltung der männlichen und weiblichen ...

Inhaltsverzeichnis
1 Einleitung ....................................................................................................... 1
2 Werbung ......................................................................................................... 2
2.1 Ziele der Werbung ..................................................................................... 4
2.2 Werbesprache ........................................................................................... 5
2.2.1 Alliteration ........................................................................................... 6
2.2.2 Anadiplosis ......................................................................................... 7
2.2.3 Anapher .............................................................................................. 7
2.2.4 Anrede ................................................................................................ 8
2.2.5 Antithese ............................................................................................. 9
2.2.6 Ellipse ................................................................................................. 9
2.2.7 Epipher ............................................................................................. 10
2.2.8 Fremdsprachige Elemente ................................................................ 10
2.2.9 Komparativ ....................................................................................... 11
2.2.10 Mehrdeutigkeit .................................................................................. 12
2.2.11 Neologismen und Okkasionalismen .................................................. 12
2.2.12 Metapher .......................................................................................... 13
2.2.13 Rhetorische Frage ............................................................................ 14
2.2.14 Vergleich ........................................................................................... 14
2.2.15 Wortarten .......................................................................................... 15
2.3 Perzeption von Personen in der Werbung ............................................... 16
3 Darstellung der männlichen Rolle .............................................................. 19
3.1 Perfekter Mann ........................................................................................ 19
3.2 Mann als Ehemann und Vater ................................................................. 21
3.3 Typischer Mann ....................................................................................... 22
3.4 Unterwürfiger Mann ................................................................................. 23
3.5 Wichtiger Mann ....................................................................................... 25