„Alle impfen jes, jes, jes“ ‒ Zum diskursiven Potenzial von Werbeslogans im deutschen Impf-Diskurs
Alle impfen jes, jes, jes ‒ On the discourse potential of advertising slogans in German vaccination discourse

Summary/Abstract: The aim of the article is to determine the discursive performance of advertising slogansof the advertising campaign initiated by the Berlin agency Antoni in Germany at the end of 2021in the German vaccination discourse. The analysis takes place against the theoretical and method-ological background of linguistic discourse analysis. The discursive performance of the vaccina-tion advertising slogans, reflected in the analysis results, is that on the one hand they connect theknowledge domains of business and politics, and on the other hand they enrich the vaccinationdiscourse. By contextualizing keyword of vaccination discourse, they contribute to certain way ofconceptualizing vaccination and express the discourse position of a special discourse community.

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