Ethische Aspekte in der Werbung unter Berücksichtigung von Mehrmedialität. Eine multimodale Analyse ausgewählter Werbekommunikate des Unternehmens Katjes

Lazar, Eva (author), Polajnar Lenarčič, Janja (mentor)

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.

• Language: German
• Keywords: nemščina, besediloslovje, oglaševanje, etični vidiki, mediji, prikazovanje žensk v oglasih, multimodalna analiza
• Work type: Master's thesis/paper
• Organization: FF - Faculty of Arts
• Year: 2021
• PID: 20.500.12556/RUL-128654
• COBISS.SI-ID: 71156739
• Publication date in RUL: 22.07.2021

LAZAR, Eva, 2021, Ethische Aspekte in der Werbung unter Berücksichtigung von Mehrmedialität. Eine multimodale Analyse ausgewählter Werbekommunikate des Unternehmens Katjes [online]. Master’s thesis. [Accessed 11 April 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=128654

Secondary language

• Language: English
• Title: Ethical Aspects of Advertising in Cross-Media Perspective. A Multimodal Analysis of Selected Advertisements of the Company Katjes

Abstract

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.

• Keywords: German language, text linguistics, advertising, ethical aspects, women representation in advertisements, multimodal analysis