„RUNTER VOM GAS!“ – ZUSAMMENSPIEL ZWISCHEN SPRACHE UND BILD IN EINER VERKEHRSSICHERHEITSKAMPAGNE
„RUNTER VOM GAS!“ – THE INTERPLAY BETWEEN LANGUAGE AND IMAGES IN A ROAD SAFETY CAMPAIGN

Summary/Abstract: Conspicuous, obtrustive, emotional and concise: This is the effect of the traffic safety campaign, designed to make drivers on German roads to drive safely. The focus of this paper ist the analysis of 18 text-centered posters of the Traffic Safety Campaign of the German Road Safety Council (DVR), which should draw attention to the causes and risks of accidents in road traffic. The effectiveness and intensity of the messages are based on mutual relationships between language and image, which complement or contrast each other. The semantic relationships between language and image are going to be examined. This paper seeks to answer the question of how the combination of expressive language and expressive images draws attention to the potential risks in road traffic. It is obvious that in this symbiosis, language in paricular benefits from the image, and for this reason special attention is paid to the question to what extent elliptical structures, imperative sentences, causal clauses and other linguistic elements, which are underpinned by images, are able to unfold their full effect on the basis of the aforementioned interplay.

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