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Impressum

 

Die Paronomasie als werbestilistisches Element – Zur gefühlten Inflation einer rhetorischen Figur

Thomas Hartung (Dresden)


 

Abstract

Paronomasias are as rhetorical figures of repetition intentional combinations of at least similar, at best, equal, semantically and/or etymology but different words, the similarity in sound and/or writing is justified. Given the inflation of "Wau, ist das günstig", "MyTaxi holt dich app", "Hörvorragende Angebote"… questioned the contribution the spoken power of this particular figure of advertisement speech. Basis is the theory that advertising language is as comprehensive "semiosis of linguistic, paralinguistic and extra-linguistic" (Fix 1996) interpreted. Differentiated by primary (homonymous, homophonic, homographic) and secondary (paronymous) Paronomasias, he then examines the primary as a semiotic unintended inventory based on a reductionist body, which leads to the extraction of structural usage patterns and checks the validity of two general schemes.


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