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.
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