The following diploma thesis deals with phraseological units in advertisements for food that appear in German magazines and Internet sites. The diploma is divided into two parts. The theoretical part describes the phraseological units in more detail, as well as their properties, purpose and characteristics. This explanation helps us later in the empirical part, where eleven phraseological units are analysed in more detail. The analysis provides information on how the phrase works in a possibly redesigned form, in conjunction with the ad layout and the image.
The main goal of the thesis is to find out where the phraseological units appear most, where they are placed in the ad and to what extent, the phrases in the ad, have been changed compared to its basic form.
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