Multimodale Analyse ausgewählter Werbekampagnen zu Kulinarik der deutschen Bundesländer Sachsen, Baden-Württemberg und Nordrhein-Westfalen

Brodarič, Barbara (author), Polajnar Lenarčič, Janja (mentor)

Cilj magistrske naloge je, da s pomočjo multimodalne analize ključnih besed in njihovih nejezikovnih uresničitev ugotovimo, katere so najpomembnejše podteme, ki jih v svojih kampanjah o kulinariki oglašujejo uradne turistične organizacije nemških zveznih dežel Saška, Baden-Württemberg in Severno Porenje-Vestfalija. Izhodišče naloge predstavlja analiza ključnih besed, ki tvorijo osrednje podteme na spletnih straneh izbranih turističnih organizacij ter v šestih tiskanih oglasih. Sledila je multimodalna analiza osrednjih podtem, tj. njihova uresničitev v sliki, videih, tipografiji itd. Izkazalo se je, da so za vse tri dežele najpomembnejše podteme tradicija & regionalnost ter užitek & okus, obstajajo pa razlike, v kolikšni meri se v kampanjah oglašujejo podteme, kot sta npr. vrhunska kuhinja ali trajnost.

• Language: German
• Keywords: oglaševanje, kulinarika, multimodalna analiza, Saška, Baden-Württemberg, Severno Porenje-Vestfalija, nemški jezik
• Work type: Master's thesis/paper
• Organization: FF - Faculty of Arts
• Year: 2020
• PID: 20.500.12556/RUL-124362
• COBISS.SI-ID: 69840131
• Publication date in RUL: 17.01.2021

Secondary language

• Language: English
• Title: A Multimodal Analysis of Selected Advertising Culinary Campaigns for the German States Saxony, Baden-Württemberg and North Rhine-Westphalia

Abstract

This master thesis deals with culinary advertising campaigns by official tourist boards in the German states Saxony, Baden-Württemberg and North Rhine-Westphalia. The aim was to determine the main topics on the basis of a multimodal analysis of key words and their nonverbal realisations. The starting point of the analysis represents the analysis of key words on the culinary webpages of the affore mentioned official tourist boards and in six print advertisements. This is followed by a multimodal analysis of the main topics, i.e. their appearance in pictures, videos, typography etc. For all three official tourist boards these are Tradition & Regionality and Pleasure & Taste. However, there are differences in how often other aspects like Gourmet Cuisine or Sustainability are being communicated across the campaigns.

• Keywords: advertising, food, multimodal analysis, Saxony, Baden-Württemberg, North Rhine-Westphalia, German language