Leseprobe aus: "Werbesprache" von Nina Janich

5/11/2018 Leseprobe aus: "Werbesprache" von Nina Janich - slidepdf.com

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cmuu y|qlbaceûigau

Cbcm Dmcbig

Xaueayzumiga

Abc Mueab|yeqig1#+ auxab|au|a Mqstmha



cmuu y|qlbaceûigau



Cbcm Dmcbig

XaueayzumigaAbc Mueab|yeqig

Ob| abcao Eab|umh pnc Dacy Uqcfagk

1#+ pnkky|ìclbh ûeaumueab|a|a qcl auxab|au|a Mq`kmha



Ebekbnhum`byiga Bc`nuom|bncac lau Laq|yigac Cm|bncmkebekbn|gaf

Lba Laq|yiga Cm|bncmkebekbn|gaf pautabigca| lbaya Zqekbfm|bnc bc lau Laq|yigacCm|bncmkebekbnhum`ba6 la|mbkkbau|a ebekbnhum`byiga Lm|ac ybcl bo Bc|auca| ûeau;g||z4..lce#l/ce#la3 meuqèmu#

1#+ pnkky|ìclbh ûeaumueab|a|a qcl auxab|au|a Mq`kmha 5:=:<#+ qcpauìclau|a Mq`kmha 5::19#+ qcpauìclau|a Mq`kmha 5::95#+ pnkky|ìclbh ûeaumueab|a|a qcl auxab|au|a Mq`kmha 5::==# Mq`kmha =222

¢ 5:=: ¸ Cmuu @umcifa M||aoz|n Paukmh HoeG & In# FHLbyigbchauxah 1 ¸ L/85:8: \ûebchac

Lmy Xauf abcyigkbaÞkbig mkkau yabcau \abka by| qugaeauuaig|kbig hayigû|t|# Dala Pauxau|qch

mqÞaugmke lau achac Huactac lay Qugaeauuaig|yhaya|tay by| ngca Tqy|booqch lay Paukm/hay qctqkìyybh qcl y|umèmu# Lmy hbk| bcyeaynclaua `ûu Paupbak`ìk|bhqchac+ Ûeauya|tqchac+Obfunpau`bkoqchac qcl lba Abcyzabigauqch qcl Paumueab|qch bc akaf|uncbyigac Yry|aoac#Haluqif| mq` yìquaùabao qcl mk|auqchyeay|ìclbhao Xaufluqifzmzbau#

Bc|auca|4 g||z4..cmuu/y|qlbaceqaigau#laA/Ombk4 bc`nJcmuu#la

Ym|t4 Bc`nuom|bncylaybhc L# @um|tfa+ Fbuigac|akkbcy`qu|Luqif qcl Ebclqch4 Hqkla+ \ûebchacZubc|al bc Hauomcr

BYYC :2<=/7=:1

BYEC 287/9/7599/011:/=

Zun`# Lu# Cbcm Dmcbig by| Zunàyynubc ̀ ûu Laq|yiga Yzumigxbyyacyigm`| mc lau \QLmuoy|ml|#

Dacy Uqcfagk by| Xbyyacyigm`|kbigau Ob|mueab|au mo Bcy|b|q| ̀ ûu laq|yiga Yzumiga

qcl Kb|aum|qu mc lau \Q Lmuoy|ml|#



Bcgmk|

Pnuxnu| tqu `ûc`|ac Mq`kmha # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 8

Pnuxnu| tqu txab|ac Mq`kmha # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 2

Abca Mu| Uahbamcxabyqch # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # ==

=# Xmuqo fabc @nuyigqchyûeauekbif> # # # # # # # # # # # # # # # # # # # # # # # # # # # # =1

5# Lau Umgoac4 Omuf|+ Fnooqcbfm|bnc+ Xaueayzumiga # # # # # # # # # # # =7

5#= Xmy gabÞ| gbau abhac|kbig Xaueqch># # # # # # # # # # # # # # # # # # # # # # # # # # # =75#5 Abca xaueaxbyyacyigm`|kbiga Nubac|bauqch `ûu lba Yzumigxbyyacyigm`| =2

5#5#= Xaueanedaf|a mkkhaoabc # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # =25#5#5 Omufac qcl Omufacznyb|bncbauqch # # # # # # # # # # # # # # # # # # # # # # 5=5#5#9 Lba Zkmcqch lau Xaueafnooqcbfm|bnc # # # # # # # # # # # # # # # # # # # 5<

5#9 Xaueqch ’ abca bcytacbau|a @nuo pnc Fnooqcbfm|bnc # # # # # # # # # # # <:5#9#= Abc Fnooqcbfm|bncyonlakk # # # # # # # # # # # # # # # # # # # # # # # # # # # # <=5#9#5 Xaueayzumiga4 abca Bcytacbauqch # # # # # # # # # # # # # # # # # # # # # # # # <<5#9#9 Omcbzqkm|bnc nlau Bc`nuom|bnc># # # # # # # # # # # # # # # # # # # # # # # # # <0

5#< Uataz|bnc qcl Zunlqf|bnc ’ txab Zauyzaf|bpac # # # # # # # # # # # # # # # # # # 1:

9# Lau Omfunfnyony lau Xaueqch4 Oalbac qcl @nuom|a# # # # # # # # # # # 19

9#= Obfunfnyony Mctabha4 Emqy|abca lau Xaueqch # # # # # # # # # # # # # # # # # # 199#=#= Yigkmhtabka# # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 119#=#5 @kbaÞ|aw| # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 179#=#9 Yknhmc # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 129#=#< Zunlqf|cmoa# # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 099#=#1 Eaynclaua @nuoac pnc \aw|akaoac|ac # # # # # # # # # # # # # # # # # # # 859#=#0 Ebklakaoac|a # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 80

9#5 Obfunfnyony @aucyagyzn| # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 719#9 Obfunfnyony Gðu`qcfyzn| # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 299#< Obfunfnyony Bc|auca|/@nuom|a 'pnc Dacy Uqcfagk" # # # # # # # # # # # # # # 21

9#<#= Eaynclaua Oaufomka lau Bc|auca|xaueqch # # # # # # # # # # # # # # # # 219#<#5 @nuom|a lau Bc|auca|xaueqch =#:# # # # # # # # # # # # # # # # # # # # # # # # 289#<#9 Xae 5#: ? Xaueqch 5#:> # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # =:99#<#< Xbul ay Xaueqch 9#: haeac> # # # # # # # # # # # # # # # # # # # # # # # # # # # =:8

9#1 Oaynfnyony Fmozmhca4 Oaguoalbmkb|ì| qcl \aw|ynu|acpauca|tqch =:2

<# Yzumigxbyyacyigm`|kbiga @nuyigqchyàklau # # # # # # # # # # # # # # # # # # # # # ==9

<#= Abca oa|gnlacfub|byiga Pnuxmucqch # # # # # # # # # # # # # # # # # # # # # # # # # # ==9



0 Bcgmk|

<#5 Lba zumhom|byiga Zauyzaf|bpa4 Meybig| ’ Bcgmk| ’ @nuo # # # # # # # # # # # # ==1<#5#= \aw|`qcf|bnc+ \aw|gmclkqch qcl \aw|ynu|a# # # # # # # # # # # # # # # # # ==0<#5#5 Zauyqmybpa @qcf|bncac pnc Yzumiga # # # # # # # # # # # # # # # # # # # # # # =52<#5#9 Muhqoac|m|bnc # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # =9=

<#9 Lba yzumigkbiga @nuo4 Pno Xnu| tqo \aw| # # # # # # # # # # # # # # # # # # # # # =<8<#9#= Kawbf # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # =<8

m" Xnu|mu|ac qcl Xnu|ebklqch# # # # # # # # # # # # # # # # # # # # # # # # # # =1: e" @uaolyzumigbhay # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # =10i" Gnigxau|xðu|au ’ Yigkûyyakxðu|au ’ Zkmy|bfxðu|au # # # # # # # # =02

<#9#5 Zgumyanknhba # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # =8<<#9#9 Yrc|mw # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # =7=<#9#< \aw|humoom|bf # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # =71

<#< Eaynclaua Xaueay|um|ahbac# # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # =2=

<#<#= Uga|nubf bc lau Xaueqch # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # =2=m" Uga|nubyigau \aw|mqèmq# # # # # # # # # # # # # # # # # # # # # # # # # # # # # =25 e" Uga|nubyiga @bhquac # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # =21i" Yzumigyzbaka # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 5:5

<#<#5 Bcytacbauqch pnc Pmuba|ì|ac # # # # # # # # # # # # # # # # # # # # # # # # # # # # 5=<m" @migyzumiga # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 5=0 e" Dqhaclyzumiga # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 559i" Lbmkaf|# # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 557

<#<#9 Bc|au|aw|qmkb|ì| # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 595<#1 Zmumpauemkay qcl Cncpauemkay # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 5<=

<#1#= Bc|auzqcf|bnc # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 5<5<#1#5 \rznhum`ba # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 5<7<#1#9 \aw| qcl Ebkl # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 51=

<#0 Abca Mu| @mtb|4 –Lau‛ Y|bk lau Xaueqch> # # # # # # # # # # # # # # # # # # # # # # # # 517

1# Oa|gnlbyiga \bzzy # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 50=

1#= Pnuyigkmh `ûu abc Mcmkryaonlakk# # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 50=1#5 Mqèmq abcay Fnuzqy ’ abc zmmu Mcoaufqchac # # # # # # # # # # # # # # # # # # 502

0# Lau Ekbif ûeau lac \akkauumcl # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 5890#= Lbmiguncba ’ abc Bc|auzua|m|bncyzunekao # # # # # # # # # # # # # # # # # # # # # # # 5890#5 Lbyfquymcmkrya ’ Xaueqch mky hayakkyigm`|kbigau \abklbyfquy# # # # # # # # # 5820#9 Bc|aufqk|qumkb|ì| ’ lba fnc|umy|bpa Zauyzaf|bpa # # # # # # # # # # # # # # # # # # # 57<0#< Xaueqch qcl Xaueayzumiga bc lau Fub|bf # # # # # # # # # # # # # # # # # # # # # # 525

Kðyqchypnuyigkìha tq lac Mq`hmeac mq` xxx#cmuu/y|qlbaceqaigau#la

Pautabigcby lau Meebklqchac+ Yigmqebklau qcl \meakkac# # # # # # # # # # # # # # # # # # 527Kb|aum|qupautabigcby # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 522

Uahby|au# # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 9=2



Pnuxnu| tqu `ûc`|ac Mq`kmha

Abc Kagueqig cmig `my| tagc Dmguac tq ûeaumueab|ac+ y|akk| abcac pnu lba @umha+ne mkk`ìkkbha Fnuuaf|quac qcl abca Mf|qmkbybauqch lau Kb|aum|qumchmeac hacûhacnlau ne omc lmy Eqig cbig| abhac|kbig caq yiguabeac oûyy|a# Big gmea pauyqig|+abcac Ob||akxah tq `bclac+ qcl obig `ûu `nkhacla Ìclauqchac qcl Auhìctqchacac|yigbalac4

‥ Fnozka|| aucaqau| qcl auxab|au| ybcl lba Meebklqchac lau Mctabhaceabyzbaka'ob| Mqycmgoa lay gby|nubyigac Mctabhaceabyzbaky bc Fmzb|ak 0#=" qcl laoac|/yzuaigacl mqig lba ybig mq` lba Meebklqchac eatbagaclac Eabyzbaka bo \aw|#

‥ Mqig lba Ûeqchymq`hmeac xqulac ob| xacbhac Mqycmgoac fnozka|| caq`nuoqkbau| qcl aeac`mkky laq|kbig auxab|au|# Qo Zkm|t tq yzmuac qcl lac Zuabylay Eqigay gmk|ac tq fðccac+ xqulac lba Kðyqchypnuyigkìha gaumqyhacno/oac6 yba ̀ bclac ybig y|m||layyac mq` lau Gnoazmha lau cmuu y|qlbaceûigau qc|auxxx#cmuu/y|qlbaceqaigau#la# Tqymooac ob| lac Mq`hmeac qcl Kðyqchac lauMq`kmhac =’< auhbe| ybig mq` lbaya Xabya pbak`ìk|bhay Mueab|yom|aubmk `ûu Y|qlba/uacla qcl Kaguacla#

‥ Fmzb|akxabya auhìct| by| lba bctxbyigac auyigbacaca @nuyigqchykb|aum|qu# Lm`ûuxqula abc caqau \aw|emqy|abc –Caqaua Kb|aum|qu‛ abcha`ûgu|+ lau lquig abcac

Eûigauy|mzak yroenkbybau| xbul# Lbaya Kb|aum|quauhìctqchac fðccac cm|ûukbigcbig| pnkky|ìclbh yabc+ ynkkac meau xayac|kbiga abc`ûguacla+ huðÞaua qcl yaguyzatb`byiga Mueab|ac au`myyac# Lba xbig|bhy|ac Aufacc|cbyya mqy lbayau caqac Kb/|aum|qu xqulac cmig Oðhkbigfab| tqobclay| yfbttacgm`| bc lba daxabkbhac Fmzb|akabchamueab|a|#

‥ Pbaka Fmzb|ak xqulac pnc Huqcl mq` ûeaumueab|a| qcl laoac|yzuaigacl mqigcaq y|uqf|qubau|4 Yn `bclac ybig qo`mchuabiga Ìclauqchac bc lac Fmzb|akc ='@nuyigqchyûeauekbif"+ 5#5 'Ea|ubaeyxbu|yigm`|kbiga qcl xaueaxbyyacyigm`|kbigaHuqclkmhac"+ 5#9#= 'Fnooqcbfm|bncyonlakk"+ 9 'Xauea`nuom|a qcl /emqy|ab/ca" qcl <#1 'Zmum/ qcl Cncpauemkay6 ùûgau <#1 qcl <#0"# Ìclauqchac qcl

Mf|qmkbybauqchac `bclac ybig meau `my| ûeaumkk+ t# E# tq @uaolyzumigbhao+ @mig/yzumiga+ Dqhaclyzumiga nlau Bc|au|aw|qmkb|ì| bc lau Xaueqch# Lba xaueayzumig/kbigac Eabyzbaka bo @kbaÞ|aw| fncc|ac lmhahac cqu tqo \abk aucaqau| xaulac ’abca qo`mchuabigaua Mf|qmkbybauqch gì||a lmcc lnig ealaq|a|+ lmy Eqig caqtq yiguabeac# Haìclau| xqulac pnu mkkao bcgmk|kbig paumk|a|a nlau bctxbyigacoðhkbigauxabya hmu cbig| oagu eafmcc|a nlau cmigpnkktbagemua Eabyzbaka#

Hmct caq gbctqhafnooac ybcl `nkhacla Myzaf|a qcl Fmzb|ak4‥ MqÞau lau Mctabha xaulac da|t| mqig @aucyag/ qcl Gðu`qcfyzn| mqy`ûgukbigau

gbcybig|kbig bguau Y|uqf|qu qcl oðhkbigau Mcmkryalboacybncac eayzunigac '9#5

qcl 9#9"#



7 Pnuxnu| tqu ̀ ûc`|ac Mq`kmha

‥ Lba Bc|auca|xaueqch xbul cbig| oagu cqu bc abcao Mqyekbif bo Fmzb|ak 0 eagmc/lak|+ ynclauc bc abcao abhacac mqy`ûgukbigac \abkfmzb|ak qc|au lac @nuom|aclau Xaueqch lbyfq|bau| '9#<"+ pau`myy| pnc Dacy Uqcfagk#

‥ Qo ûeau lba bynkbauacla Zauyzaf|bpa mq` lac abctakcac Xauea|aw| gbcmqytq/`ûguac+ xbul cqc mqig lau \aw|pauca|tqch qcl Oaguoalbmkb|ì| pnc Xaueqchbo Umgoac pnc Fmozmhcac lquig abc xab|auay \abkfmzb|ak Uaigcqch ha|umhac'9#1"#

‥ Lba awzkbtb| y|bk|ganua|byiga Zauyzaf|bpa mq` Xaueayzumiga+ lba pnugau àgk|a+xbul bc @nuo abcay fkabcac Uayûoaay mo Acla pnc Fmzb|ak < |gaom|bybau| '<#0"#

‥ Bo Mqyekbifyfmzb|ak –Ûeau lac \akkauumcl‛ xqula abc fkabcay Fmzb|ak tq Xau/ eqch mky hayakkyigm`|kbigao \abklbyfquy qcl lbyfquymcmkr|byigac Zauyzaf|bpac lauXaueakbchqby|bf mq`hacnooac '0#5"+ mqig gbau xbalau ob| lau Bc|ac|bnc+ lacmcmkr|byigac Ekbif ûeau lac Abctak|aw| gbcmqy tq xab|ac#

Big ealmcfa obig eabo Hqc|au Cmuu Paukmh+ bcyeaynclaua eab Yqymcca @byigau+ `ûulba Halqkl qcl lba xba booau euab|a Qc|auy|û|tqch# Mkkac Kayaubccac qcl Kayauclmcfa big `ûu bgu mcgmk|aclay Bc|auayya mc lbayao Eqig# Ay ùaq| obig eaynclauy+lmyy bctxbyigac pbaka lau pnc obu bc lac auy|ac Mq`kmhac lau –Xaueayzumiga‛fncy|m|bau|ac @nuyigqchylayblaum|a 'xba tqo Eabyzbak Mchkbtbyoachaeumqig nlauFqk|qupauhkabiga" bctxbyigac eamueab|a| xqulac+ oaby| bo Umgoac pnc Meyigkqyy/qcl ]qmkb`bfm|bncymueab|ac#

Big gn`à+ lmyy ybig lbaya Mq`kmha bc lau mfmlaobyigac Kagua xab|augbc nlaupbakkabig| cnig eayyau eaxìgu| mky lba pnugaubhac#

Lmuoy|ml| bo @uûgdmgu 5:=: Cbcm Dmcbig



Pnuxnu| tqu txab|ac Mq`kmha

Lba txab|a Mq`kmha abcay Mueab|yeqigay ynkk|a lba Fub|bf laudacbhac mq`cagoac+lba ob| bgo mueab|ac nlau hamueab|a| gmeac# Lacc abc Mueab|yeqig |uìh| cbig| cqu@nuyigqchyauhaecbyya tqymooac+ ynclauc ynkk mqig Mckab|qch qcl Gbkà eabo ab/hacy|ìclbhac Mueab|ac eba|ac# Xba zumf|bfmeak lba Pnuyigkìha xbufkbig ybcl+ auxaby|ybig n`| hacqh cbig| yignc eabo Yiguabeac 'yakey| xacc yba ybig bc lac Mc|xnu|actq Ûeqchymq`hmeac eaxìguac oûyyac"+ ynclauc auy|+ xacc yba bc Yaobcmuac nlau`ûu Gmqymueab|ac pnc pbakac mc qc|auyigbalkbigac Om|aubmkbac qohaya|t| xaulac#Mkk lacac ’ Y|qlbauaclac xba Lntbauaclac ’+ lba lba Pnuyigkìha lau auy|ac Mq`/

kmha hakayac+ auzune| qcl mctqxaclac pauyqig| gmeac qcl lao Paukmh nlau obuzauyðckbig fub|byiga Uûifoaklqchac gmeac tqfnooac kmyyac+ yab mc lbayau Y|akkagautkbig halmcf|# Hmct eaynclauy lba Uahacyequhau Y|qlbauaclac gmeac ob| bguacY|mm|yawmoacy/ qcl Omhby|aumueab|ac xayac|kbig tqo Hakbchac lbayay Eqigay eab/ha|umhac+ qcl mqig lac \abkcagoaubccac qcl \abkcagoauc mo Xaueayaobcmu mclau ̀ bcckmclyigxalbyigac Áen Mfmlaob bc \qufq '@bcckmcl" bo Mzubk 5::: oðig|abig `ûu haoabcymoa Lbyfqyybncac lmcfac#

Lac pbak`ìk|bhac Mcuahqchac ac|yzuaigacl gmea big abcbhay bc lau txab|ac Mq`/kmha haìclau| qcl auhìct|# Caq gbctqhafnooac by| abc Fmzb|ak tqu Bc|auca|xau/ eqch '0#9"# Y|muf haìclau| gmea big lmy ùûgaua Fmzb|ak 0#9+ da|t| 0#<+ tqo \gaom

–Xaueqch bc lau Fub|bf‛ 'pnuomky cqu tqu Yzumigfub|bf"# Mc xbig|bhac Y|akkac ha/ìclau| qcl auhìct| xqulac

Fmz# 5#5#9 tqu Xaueaxbufqch+Fmz# 9#1 tq lac eaynclauac @nuoac pnc \aw|akaoac|ac 'yzatbakk tq lac Mllb/

|bncy"+Fmz# 9#0 tq lac Ebklakaoac|ac 'yzatbakk tqu yaobn|byigac Fkmyyb`bfm|bnc"+Fmz# <#5#9 tqu Muhqoac|m|bnc+Fmz# <#9#9 tqu Yrc|mw 'yzatbakk tqo qcpnkky|ìclbhac Ym|t"+Fmz# <#<#5 tqu Bcytacbauqch pnc Pmuba|ì|ac qcl

Fmz# 0#9 tqu bc|aufqk|quakkac Zauyzaf|bpa#

Mc pauyigbalacac Y|akkac by| abcbhay mc caqau qcl caqay|au Kb|aum|qu gbctqhafno/oac# Mc lbayau Y|akka ynkk fqut lmumq` gbchaxbayac xaulac+ lmyy lmy Mueab|yeqigfabca pnkky|ìclbha Ebekbnhum`ba mc yzumigxbyyacyigm`|kbigau Kb|aum|qu tqo \gaomXaueqch eabcgmk|a|- Kb|aum|qu+ lba pnu =228 auyigbacac by|+ by| tqo ealaq|aclac\abk bc lau Y|qlbacebekbnhum`ba –Yzumiga bc lau Xaueqch‛ 'Huaqka.Dmcbig =228"pauymooak| qcl cmigyigkmhemu# Yba xbul bc lbayao Mueab|yeqig cqu tb|bau|+ xaccyba pnc tac|umkau Ealaq|qch `ûu abctakca lau gbau eayzunigacac Myzaf|a by| nlaulba caqay|ac Aufacc|cbyya tqo \gaom uazuìyac|bau|# Mqig pnc lac yagu tmgkuab/

igac \b|akc tqu Xaueayzumiga+ lba yab|lao auyigbacac ybcl+ fncc|a mqy Huûclac



=: Pnuxnu| tqu txab|ac Mq`kmha

lay Zkm|tay qcl lau Zumf|bfmebkb|ì| kablau cqu abc Euqig|abk mq`hacnooac xaulac#Ûeau lba Kb|aum|qumchmeac lau gbau tb|bau|ac Kb|aum|qu kmyyac ybig meau yagu pbakapnc bgcac auyigkbaÞac#

MeyigkbaÞacl yab lao Hqc|au Cmuu Paukmh+ bcyeaynclaua Gauuc Lu# Y|azgmc Lba|/ubig 'Kaf|num|" qcl Gauuc Dnmigbo Yigxmut 'Gauy|akkqch"+ hmct gautkbig `ûu lbahq|a Tqymooacmueab| qcl mkk lba –@b|takmueab|‛ halmcf|+ lba yba bcyeaynclaua ob|lbayau txab|ac Mq`kmha gm||ac#

Uahacyequh bo @aeuqmu 5::= Cbcm Dmcbig



Abca Mu| Uahbamcxabyqch

Xaueqch by| bctxbyigac bc qcyauau Hayakkyigm`| abc Zgìcnoac+ lmy cbig| cqu mkyFqkbyya 'mq` Zkmfm|ac+ mc Eqygmk|ay|akkac+ mc Kb|`myyyìqkac+ mky \umcyzmuac| mcEuûifac qyx#" ûeaumkk zuìyac| by| qcl eabo Oalbacfncyqo txmchykìq`bh ob|ua/tbzbau| xbul 'bc Tab|yigub`|ac+ bc @aucyagac+ Fbcn nlau Umlbn ynxba bo Bc|auca|"+ynclauc lmy mqig booau oagu Fqk|/ qcl Fqcy|y|m|qy qcl lmob| mqyluûifkbigaMqòaufymofab| augìk|# Oqyaac xaulac abchaubig|a| 't# E# lmy Laq|yiga Xauea/oqyaqo a# P# bc @umcf`qu| mo Ombc+ xxx#xaueaoqyaqo#la" nlau eba|ac tq/obclay| Mqyy|akkqchac qcl @n|neìcla tqu Xaueqch mc 'xba t# E# lmy Oûcigcau

Y|ml|oqyaqo =220 –Lba Fqcy| tq xaueac‛"+ mq` Uafkmoaeðuyac fmcc omc `ûu|aquay Hakl Xaueayigbklau+ Xauea`bhquac+ Mcy|aifau qcl Q|acybkbac ob| Xauea/mq`luqifac auy|agac+ bc Fcabzac qcl Knfmkac kbahac fny|ackny nubhbcakk hay|mk|a|aXaueazny|fmu|ac tqo Ob|cagoac qcl Pauyigbifac mqy# Lba Fuam|bpb|ì| pnc Xau/ eayzn|y qcl Xaueafmozmhcac xbul zuìobau|+ t# E# mq` lao @bkoày|bpmk bc Imccay'bo Fbcn ybcl lba zuìobau|ac Yzn|y lmcc mky –Imccay/Unkka‛ tq yagac" nlau lquiglac Haymo|pauemcl Fnooqcbfm|bncymhac|quac 'HXM"+ lau yab| ûeau 51 Dmguaclac HXM A``ba `ûu au`nkhuabiga Omufa|bch/ qcl Xaueafmozmhcac paukabg| 'g||z4..xxx#hxm#la.mxmuly/apac|y.hxm/a``ba.+ Y|mcl 5:#:9#5:=:"# Bc lac =22:au Dmguacqcl cnig qo lba Dmgu|mqyaclxacla xqulac kqy|bha @aucyagyzn|y bo @aucyagac

yaubacoìÞbh bc abhacy hayigm`àcac @nuom|ac hatabh| 't# E# –Lba lbify|ac Lbchau‛.U\K 5+ –Lba xb|tbhy|ac Xaueayzn|y lau Xak|‛.YM\ = nlau –Xmy hqify| lq‛ ob| FmrmRmcmu" nlau ynhmu `ûu Xbyyacy|ay|y hacq|t| 't# E# bc abcau Lmqauxaueayaclqch boPnumeaclzunhumoo pnc YM\ = ob| abcau pbu|qakkac Onlaum|nubc '-"+ eab lau txabFmclblm|ac mc Gmcl pnc Y|mclebklauc abcay Yzn|y lmy eaxnueaca Zunlqf|+ mcGmcl pnc Yzn|mqyyigcb||ac lmy xaueacla Qc|aucagoac nlau hmu La|mbky mqy Yzn|yxba lba Cmoac lau Xauea`bhquac auum|ac oqyy|ac"# Lbayau \uacl+ @aucyagyzn|y ha/ eûclak| bc abhacac Yaclqchac bo @aucyagac pnutq`ûguac+ by| txmu tquûifhahmc/hac6 au by| dalnig auya|t| xnulac lquig abca caqmu|bha @nuo lau Pau`ûhemufab| pnc

Xaueafnooqcbfm|ac mq` Bc|auca|/Znu|mkac xba RNQ\QEA4 Gbau fmcc omc cbig|cqu caeac nubhbcakkau Xaueqch mqig daca –mqy lao Paufagu hatnhacac‛ Eabyzbaka`bclac+ lba mqy qc|auyigbalkbigac Huûclac mky tq mcy|ðÞbh `ûu abca Zqekbfm|bnc bclac |umlb|bncakkac Oalbac abchayigì|t| xqulac ’ omc fmcc ybig Xaueqch mqy laoBc|auca| tqlao kabig|au mky ̀ uûgau mq` lac abhacac Inozq|au gnkac qcl tqo Yzbak/om|aubmk ̀ ûu abhacay fuam|bpay Yigm`àc omigac 't# E# bc @nuoac lay zmunlbauaclac–Emlpau|bybchy‛ nlau –Mc|b/Eumclbchy‛"#

Abc zmmu Tmgkac tqu Xaueaxbu|yigm`|4 Lmy Eqlha|+ lmy bc Laq|yigkmcl dìgukbig ̀ ûuXaueqch mqyhahaeac xbul+ xqigy yab| =2<2 a|xm 1: Dmgua kmch fnc|bcqbaukbig mc+lmpnc 5< Dmgua kmch ob| txaby|akkbhao Xmigy|qo# Bo Dmgu 5::: kmh abc gby|nubyigau

Gðgazqcf| lau Ca||n/Xaueaabccmgoac lau =9 pno Tac|umkpauemcl lau laq|yigac



=5 Abca Mu| Uahbamcxabyqch

Xaueaxbu|yigm`| 'TMX" au`myy|ac Oalbac eab 59+97 Obkkbmulac Aqun# Yab|laoyigxmcfac lba Tmgkac4 `ûu 5::7 kmhac lba Ca||n/Xaueaabcmgoac lau Oalbac eab5:+90 Obkkbmulac Aqun+ 5+5 ! xacbhau mky bo Dmgu 5::8# @ûu 5::2 zunhcny|btbau|lau TMX lmy Qc|auyiguab|ac lau 5:/Obkkbmulac/Huacta 'g||z4..xxx#tmx#la.bclaw#zgz>oacqbl?99+ Y|mcl 5:#:9#5:=:"# Lba xaueay|ìufy|ac Eumcigac bc Laq|yigkmclxmuac 5::7 Gmclakynuhmcbym|bncac 'ob| hq| 5 Obkkbmulac Aqun Euq||n/Xaueabc/pay|b|bncac"+ lau ZFX/Omuf| 'ob| hq| =+< Obkkbmulac Aqun" ynxba Tab|qchac qclZqekbfqoytab|yigub`|ac 'ob| =+5 etx# fcmzz abcau Obkkbmula Aqun"+ ha`nkh| pnc lacûeubhac Oalbac.Paukmhac+ Mutcabob||akc+ YûÞxmuac qcl @bcmctlbacy|kaby|qchac'mkka cnig ob| hq| 0:: Obkkbncac Aqun dìgukbigau Xaueabcpay|b|bncac" 'g||z4..xxx#hxm#la.|gaoac/xbyyac.facctmgkac/tqu/xaueqch.+ Y|mcl 5:#:9#5:=:"#

\un|t lau pnc lau Xaueaxbu|yigm`| fncy|m|bau|ac –Xaueayigxìiga‛ lay auy|acDmgutagc|y lay 5=# Dmgugqclau|y 'g||z4..xxx#tmx#la.bclaw#zgz>oacqbl?99+ Y|mcl

5:#:9#5:=:" qcl xbu|yigm`|yxbyyacyigm`|kbigau \aclactac+ Xaueqch mky cqu abcaqcl kìchy| cbig| mky lba xbig|bhy|a @nuo abcau qo`myyaclac Omufacfnooqcbfm|bnc

tq ea|umig|ac+ by| qcl ekabe| Xaueqch abc xbig|bhau \abk qcyauau Hayakkyigm`|+ qcyauay

xbu|yigm`|kbigac Yry|aoy qcl qcyauay Mkk|mhy# Xau Xaueqch qc|auyqig|+ fmcc pbak

ûeau hak|acla Xau|a+ fqk|quakka \uacly qcl cbig| tqka|t| ûeau Zn|actbmka xba Huactac

pnc Yzumiga au`mguac#

Xmy xbkk lbayay Eqig>

Lbayay Mueab|yeqig tqu Xaueayzumiga eatxaif| cbig|+ mqy`ûgukbig ûeau lba lau/

tab|bha yzumigkbiga Hay|mk| pnc Xaueamctabhac nlau Xaueayzn|y tq bc`nuobauacqcl lba Auhaecbyya lau @nuyigqch oðhkbigy| pnkky|ìclbh tqymooactq|umhac qcltq uafmzb|qkbauac# Bc Fûuta xìuac lbaya Auhaecbyya paumk|a|+ lacc Xaueqch 'qclXaueayzumiga" uamhbau| yigcakk mq` hayakkyigm`|kbiga Pauìclauqchac#

Y|m||layyac ynkk lbayay Mueab|yeqig abca auy|a oa|gnlacfub|byiga Gbkày|akkqch ̀ ûumkka yabc+ lba ybig yzumigxbyyacyigm`|kbig ob| Xaueqch eayigì`|bhac qcl abhaca Qc/|auyqigqchac mcy|akkac xnkkac+ lacc abca mcaufmcc|a Oa|gnlbf lau Xaueayzum/igac`nuyigqch awby|bau| ebykmch cbig|# 'Lbaya ynkk cqc aclkbig lquig abc Gmcleqig eahuûcla| xaulac 'phk# Dmcbig 5:=="+ lmy ynxngk lba oðhkbigac yzumigxbyyac/

yigm`|kbigac Mcyì|ta qcl Oa|gnlac tqu Au`nuyigqch pnc Xaueayzumiga mky mqiglba Tqhìcha mclauau Lbytbzkbcac xba Xbu|yigm`|yxbyyacyigm`|+ Zyrignknhba+ Yntbn/knhba qcl Fnooqcbfm|bncyxbyyacyigm`| pnuy|akk|"# Bc pbakac xaueayzumigkbigac@nuyigqchymueab|ac tabh| ybig tqlao lba zunekaom|byiga \aclact+ Aufacc|cbyyaqcl \gayac mqy lau ìk|auac Kb|aum|qu |un|t lau Fqutkaebhfab| pnc Xauea|uacly qc/haùmh| qcl qcfub|byig tq ûeaucagoac 'tq lbayau Fub|bf mqig Tbakfa =22=4 =< `#"+t# E# tqu @qcf|bnc pnc Xaueqch nlau tqu Unkkacpau|abkqch pnc Yzumiga qcl Ebkl#Haumla eab Yaobcmu qcl Y|qlbacmeyigkqyymueab|ac tabh| ybig lmgau n`| abca oa/|gnlbyiga Qcybigaugab| bo Qohmch ob| Xauea|aw|ac4 Xaueqch by| abc eakbae|ayqcl auhbaebhay \gaom+ lmy cbig| yak|ac moûymc|ay Qc|auyqigqchyom|aubmk eba|a|

qcl booau abcac mf|qakkac hayakkyigm`|kbigac Eatqh mq`xaby|# Meau haumla xabk



Abca Mu| Uahbamcxabyqch =9

dalau tq Xaueqch a|xmy tq ymhac gm|+ by| lba Pauyqigqch hunÞ+ eab lau Mcmkr/ya qcfub|byig @migmqyluûifa 'xba @migxnu|+ Myyntbm|bnc+ Muhqoac| q# Ì#" tq pau/xaclac+ ngca bgua La`bcb|bncac bo Fnc|aw| lau Xaueayzumiga tq zuûàc qcl tqgbc|auùmhac+ qcl eab lau Bc|auzua|m|bnc bcy Ekmqa gbcabc tq yzafqkbauac qcl tqmyyntbbauac#

Bc lac oaby|ac Fmzb|akc kbah| lmgau lau Yigxauzqcf| agau mq` lau Lbyfqyybncqcl Fkìuqch zunekaom|byigau @migeahub`à qcl mq` Pnuyigkìhac `ûu @nuyigqchy/ùmhac qcl ̀ ûu oðhkbiga Qc|auyqigqchyfm|ahnubac 't# E#4 xakiga Muhqoac|m|bncy/|rzac hbe| ay bc lau Xaueqch+ xnubc qc|auyigablac ybig Xnu|yzbaka+ bc xakigaoPaugìk|cby fðccac Ebkl qcl \aw| tqabcmclau y|agac>" mky mq` lau Zuìyac|m|bnc pnc@nuyigqchyauhaecbyyac tqu hahacxìu|bhac nlau abcau ùûgauac Hay|mk|qch pncXaueqch# Lmy Eqig ynkk Mcuahqchac tq abhacac Qc|auyqigqchac eba|ac+ eab lauNubac|bauqch bo Lyigqchak lau kbchqby|byigac @migyzumiga gakàc qcl pnu |rzb/

yigac @mkkac lau Xaueayzumigacbc|auzua|m|bnc xmucac#

Mqèmq qcl \aw|emqy|abca

Qo lao qc|auyigbalkbigac Bcgmk| lau abctakcac Fmzb|ak hauaig| tq xaulac qcltqhkabig abca oðhkbigy| hunÞa Ûeauybig|kbigfab| tq haxìgukaby|ac+ fðccac lba Fm/zb|ak mqy pauyigbalacac \aw|emqy|abcac eay|agac# Bc lac Gmqz||aw|+ lau ybig ob|Huqcleahub`àc+ La`bcb|bncac+ Fm|ahnubacebklqch+ Eabyzbakac mqy lau Xaueqch qclcaqay|ac @nuyigqchyauhaecbyyac eayigì`|bh|+ ybcl da cmig Fmzb|ak|gaom lba ob|Yroenkac mo Yab|acumcl facc|kbig haomig|ac \aw|emqy|abca Oa|gnlbyiga Zunekaoa

'Ekb|t" qcl.nlau @nuyigqchymcuahqchac qcl Layblaum|a 'Hkûgebuca" abchaea||a|# MoYigkqyy pnc \abkfmzb|akc yigkbaÞac ybig lmcc tqoaby| cnig lba Kb|aum|qu|bzzy 'Eqig"qcl lba Mq`hmeac 'Ekaby|b`|" mc# Lba Kb|aum|qu|bzzy y|akkac cqu abca Mqyxmgk lau`ûu lmy daxabkbha Fmzb|ak|gaom aozàgkacyxau|ac Kb|aum|qu lmu 'Y|mcl 5::="# Ybaxaulac auhìct| lquig Gbcxabya mq` caqaua Kb|aum|qu lau Dmgua 5:::’5::2 'Eûigau/y|mzak" ’ abca pnkky|ìclbha Ebekbnhum`ba mkkau bo \aw| tb|bau|ac Kb|aum|qu `bcla| ybigmkzgmea|byig hanulca| mo Yigkqyy lay Eqigay#

Lba Mq`hmeac tau`mkkac bc txab \rzac pnc @umhac4 Tqo abcac fðccac yba lau Mc/xaclqch qcl Paumcyigmqkbigqch lau oa|gnlbyigac Pnuyigkìha lbacac+ lba bc lac

pnumchahmchacac \aw|meyigcb||ac eayzunigac xqulac# Yba eatxaifac Pauy|ìcl/cbypau|ba`qch qcl abhaca zumf|byiga Qoya|tqch+ `ûu yba `bclac ybig Kðyqchypnu/yigkìha qc|au xxx#cmuu/y|qlbaceqaigau#la# Tqo mclauac xaulac @umhac hay|akk|+lba xacbhau mq` –lba ubig|bha Mc|xnu|‛ metbakac mky pbakoagu `ûu oa|gnlbyiga Zune/kaoa yacybebkbybauac ynkkac+ lba lmgau agau lbyfq|bau| xaulac oûyyac mky eamc|xnu|a|xaulac fðccac 'qcl `ûu lba ybig mq` au Gnoazmha xxx#cmuu/y|qlbaceqaigau#lafabca Kðyqchac `bclac"# Lba @umhac ybcl daxabky mq` abctakca lau mehaebkla|acMctabhac eatnhac# Zubctbzbakk fðccac lba @umhay|akkqchac meau cm|ûukbig mqig mq`mclaua bo Eqig ac|gmk|aca nlau yakey| haxìgk|a Mctabhac qcl @aucyagyzn|y ûeau/|umhac xaulac+ yn lmyy ybig lmlquig abc euab|au Ûeqchyyzbakumqo auhbe|# @ûu lba

`ûc`|a Mq`kmha xqulac lba Mctabhaceabyzbaka qcl @umhac `my| pnkky|ìclbh mf|qmkb/

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Leseprobe aus: "Werbesprache" von Nina Janich