Erscheinen und Zusammenwirken von Emotionen im multimodalen Werbespot aus diachroner Sicht
Appearance and Interaction of Emotions in the Multimodal Commercial. A Diachronic Analysis

Summary/Abstract: The advertising in words, images and sound not only focuses on conveying relevant information about products, but also on stimulating the corresponding emotions at the recipient. The boredom with traditional forms of advertising, negative attitudes towards advertising and often superficial reception of advertising messages make the use of emotional persuasion necessary. The article focuses on the types and interaction of emotions in culinary commercials from three periods: 50s, 80s and the present. It is assumed that different living and communication conditions a few decades ago and today have a significant influence on the appearance and interaction of emotions in the advertising text.

• Details
• Contents