Linguistische Bildanalysen am Beispiel von Marken- und Werbekommunikation

Abstract

‘Language’ and ‘picture’ are the most important sign systems for brand communication and communication in advertising. Both sign systems are combined in such multifaceted manners that brand communication and communication in advertising would lose large domains of activity and areas of communication by confining themselves to looking only on their verbal aspects. For linguistic purposes the communicative scope of action is showing an upgrade of quality on account of the possibilities of making and using pictures. In doing so our understanding of the verbal aspects of text-picture-arrangements is also dependent on our understanding of the visual aspects and vice versa, which are mostly united in brand communication and communication into one integrative statement.