Persuasion in Werbetexten: Inhaltliche Argumentationsstrategien in den Slogans der Kampagne zur Corona-Schutzimpfung
Persuasion in advertising texts: content-based strategies of argumentation in the slogans of the Corona vaccination campaign

Summary/Abstract: In this essay, I focus my attention on content-based strategies of argumentation inadvertising slogans. I carry out an empirical study on the advertising campaign launched on7 December 2021 by the Berlin advertising agency Antoni. In this campaign, numerous companiesand institutions called for vaccination with modified slogans on social media channels and internetplatforms under the hashtag #ZusammenGegenCorona [„TogetherAgainstCoronavirus”].I begin by providing a theoretical reflection on advertising and its language code as well as on themost important element of the advertising text – the slogan. Next, I explain the research method.Based on the theory of argumentation, I present the classification of content-based strategies ofargumentation, which forms the basis for my analysis. Subsequently, I identify content-basedstrategies of argumentation in brand slogans of the vaccination campaign.The conducted analysis shows that the way the slogan is formulated is characterized by a specialexpressive power, going beyond its content, which is used in persuasive messages and embeddedin a specific social context.

• Details
• Contents