Mixed-language and humorous advertising slogans

Dissertation, Lmu München (2017)
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Abstract

This doctoral thesis examines the influence of mixed-language and humorous advertising slogans on different German target groups. The advertising slogans concerned are written in a foreign language, native language or both and partly include wordplays. It is examined which advertising slogan stays best in mind for which target group. Results are explained with humour theory, relevance theory and frame-shifting.

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The Predictive Mind.Jakob Hohwy - 2013 - Oxford, GB: Oxford University Press UK.
Metaphors We Live By.George Lakoff & Mark Johnson - 1980 - Ethics 93 (3):619-621.
Metaphors We Live by.Max Black - 1980 - Journal of Aesthetics and Art Criticism 40 (2):208-210.

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