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20; vgl. Bosque 1999: 3911, 3914), andererseits anders als im Deutschen sein Gebrauch charakteristisch für bestimmte autoritäre Textsorten ist: „la sentencia jurídica y el tratado académico“ (Bosque 1999: 3915). B. ' macht vermutlich den Infinitiv ungeeignet für Werbetexte. In der deutschen Werbung hingegen wird der Infinitiv zur Formulierung einer Aufforderung genutzt (vgl. dazu auch Baumgart 1992: 282 und Gramberg 20 Diese Konstruktion hat in der spontanen mündlichen Kommunikation einen stark fordernden Charakter.

Wiesbaden. Janich, Nina (2005a): Werbesprache. Ein Arbeitsbuch. 4. Aufl. Tübingen. ) (2005b): Unternehmenskultur und Unternehmensidentität. Wirklichkeit und Konstruktion. Wiesbaden. Janoschka, Anja (2004): Web Advertising: New forms of communication on the internet. Amsterdam. Kaeppel, Eleonore (1987): Der Imperativ in der französischen Anzeigenwerbung. Tübingen. Leech, Geoffrey N. (1966): English in Advertising. A Linguistic Study of Advertising in Great Britain. London. Lutz, Angelika (1998): The Interplay of External and Internal Factors in Morphological Restructuring: The Case of you.

Von der Dudenredaktion. 7. Aufl. Mannheim. ) (1998): Advances in English historical linguistics. Berlin. Flader, Dieter (1976): Strategien der Werbung. Ein linguistisch-psychoanalytischer Versuch zur Rekonstruktion der Werbewirkung. 2. durchges. und überarb. Aufl. Kronberg. Gieszinger, Sabine (2001): The History of Advertising Language. The Advertisements in “The Times” from 1788 to 1996. Frankfurt/Main. Gramberg, Anne-Katrin (1998): Persuasionsstrategien im kulturellen Kontext: Diskursanalyse deutscher und nordamerikanischer Automobilwerbeanzeigen.

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