Detailansicht

In: KulturPoetik 2004, Heft 2

Autor

Urs Meyer

Titel

Drama, Narration, Mythos. Werben mit den Mitteln der Poesie

Kategorie

Beitrag

Abstract

Whereas linguistics has been predominantly concerned with textual and semiotic characteristics of advertising in general (e.g., puns, metaphors, slogans, icons, etc.) there has been little theoretical and empirical work to date to demonstrate the role of ›poetogenic‹ structures in advertising. In order to illustrate the various ways in which the Poetry Principle affects contemporary advertising culture, this article focuses on the use of narrative, dramatic and mythological concepts.