Textsorte Werbung im Fsu-Fasu
The Advertising Text in Teaching German as Foreign Language and Specialized Language

Summary/Abstract: Advertising is commonly viewed upon as a multi-layered process of stimulating attention, acceptance and desire. Disappointingly enough, it is a means to "reach the consumers' pockets". Let us look again at this system of interwoven semiotic analysis, mercantile profit planning, psychological implications and ideological considerations. Since advertising still offers post modern society an exhaustively debated topic and interdisciplinary research area, this article discusses advertising as text genre and its use in FLT (here German) as a) a means of building genre awareness as well as of developing communicative competence (the intercultural included), and b) a device of shaping ways of thinking and inducing ways of acting.

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