20.500.12556/RUL-128654 Ethische Aspekte in der Werbung unter Berücksichtigung von Mehrmedialität. Eine multimodale Analyse ausgewählter Werbekommunikate des Unternehmens Katjes Ethical Aspects of Advertising in Cross-Media Perspective. A Multimodal Analysis of Selected Advertisements of the Company Katjes Magistrsko delo se nanaša na oglaševalsko kampanjo Jes! Alles Veggie! s hashtagom #achtemaldrauf. V magistrskem delu so v okviru multimodalne analize proučeni in analizirani trije televizijski spoti, pet oglaševalskih plakatov in dve oglaševani embalaži izdelkov (Grün-Ohr Hase in Wunderland Rainbow-Edition). Cilj magistrske naloge je ugotoviti, s kakšnimi jezikovnimi in nejezikovnimi sredstvi podjetje Katjes nagovarja etične vidike v povezavi z oglaševanjem svojih vegetarijanskih sadnih žele bonbonov. Analizirane bodo tudi slike in odnos med jezikovnimi in nejezikovnimi elementi. S pomočjo analize zunajjezikovnih elementov (predznanje o podjetju, kulturno ozadje, aktualne okoliščine in čas objave) in analize komentarjev na Facebooku pod oglasi bomo ovrednotili primernost nagovarjanja etičnih vidikov v povezavi z oglaševanjem izdelkov. This master’s thesis discusses the advertising campaign Jes! Alles Veggie! with the hashtag #achtemaldrauf. We analysed three television advertisements, five advertising posters and two product packages (Grün-Ohr Hase and Wunderland Rainbow-Edition) using multimodal analysis. The goal of the master’s thesis is to find out which verbal and nonverbal elements the company Katjes uses to address ethical aspects when advertising their vegetarian fruit jelly candies. The analysis also focuses on the nonverbal elements as well as the relations between verbal and nonverbal elements. Finally, we will assess the adequacy of addressing ethical aspects in relation to the advertised product, taking into account extralinguistic elements (pre-knowledge of the company, cultural background, current circumstances and the time of publications) and the analysis of Facebook comments under the advertisements. nemščina besediloslovje oglaševanje etični vidiki mediji prikazovanje žensk v oglasih multimodalna analiza German language text linguistics advertising ethical aspects women representation in advertisements multimodal analysis true false false Nemški jezik Angleški jezik Magistrsko delo/naloga 2021-07-22 07:45:07 2021-07-22 07:45:10 2022-09-07 04:16:25 0000-00-00 00:00:00 2021 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 472783 71156739 9595.pdf 9595.pdf 1 4FC8A3561B2F29B2554B5EAAA65257B4 7a56f3effaad07b891f7ad279b6933b7e429c30f1477f8582ffc92c1e49b53a7 d1372664-eaaf-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=145450 Filozofska fakulteta 0 0 0