Vom Hersteller zum Kunden: Produktbezeichnungen, Werbung und Wortakrobatik auf den Regaletiketten im Grossflächenhandel
From Producer to Client: Product Names, Advertising and Language Acrobatics on Labels in Supermarkets

Summary/Abstract: The paper discusses certain aspects of the communication between producer and client established through product packaging labels, labels on shelves and product presentation in the classical print medium of the advertising papers distributed by some of the supermarket chains in Romania. Other points of interest are the acrobatics between languages and the “Wortakrobatik” between opposite pairs in the label texts such as foreign vs. domestic, local vs. national, national vs. global, tradition/history vs. modernity, conventional vs. unconventional.

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