HUMORISTISCHE WERBESPRACHE IN PROJEKTEN ZUR MÜLLVERMEIDUNG UND -ENTSORGUNG IM ÖSTERREICHISCHEN SPRACHRAUM
HUMOROUS ADVERTISEMENT LANGUAGE IN COMMUNITY PROJECTS FOR THE AVOIDANCE OF WASTE PRODUCTION AND STORAGE IN THE AUSTRIAN CULTURE

Summary/Abstract: Advertisement, respectively media-advertisement is an essential component of the marketing domain, considered to be an instrument in this process of communication. The advertising company is supposed to make significant decisions, one of them referring to the choice of a specific content of its advertising message, that includes both linguistic and visual elements. In addition to that, if the advertisement is persuasively designed using puns or language games, the advertisement can emotionally activate the consumer, catching their attention and promoting awareness. As part of an Austrian initiative for an environmental advertisement campaign, a group of girl and boy scouts from Wels, Austria have created different advertisement posters about the avoidance of waste production and storage (a campaign which initially began in 2009). The analysis of these advertisement posters represents my research methodology from a pragmalinguistic perspective, and the results of my analysis have been convincing: the linguistic elements used for persuasion included, for example language games with a certain phonetic twist, spelling changes or an allusion to well-known fairy tales.

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