| We’re living in a time of economic growth in certain parts of the world. Therefore economy plays a major role in today’s development. A vital aspect to foster economic growth is advertisement.The advertising designer aims at arousing the recipient’s attention through texts and images in his advertisement to inform and to convince them in order to buy the product. To achieve this advertising appeal, text and image need to display certain features.For a long time linguists have focused their work on advertisement linguistics, which has led to intense research in this field. Especially since recent years the linguistic-advertisement-research is no longer limited to mere diction, but approaches the connection between text and image in this context. The image in the advertisement-research primarily refers to visual displays and commercials and stands at its initial phase. However research on text and image, in case of advertisement-placates, has been disregarded to a great extend so far. Compared to other advertisement media, the advertisement-placates has basically two major characteristics:first of all it has a wider range and coverage. It reaches a large part of the population in a district of a city or a rural area. Furthermore advertisement-placates have an extended period of time in which they’re visible, whereby a subject is reached several times a day. This encourages the remembrance and the recall value of the praised product.Advertisement-placates are mostly located in public and busy places like main streets, walkways and shopping streets, important and well-frequented places and buildings as well as major interchanges and traffic junctions. The problem resulting from this circumstance is, that people often disregard or overlook these placates, if they are in a hurry or distracted for example. Another problem is that advertisement-placates are often perceived casually at a far distance and at a short time-frame. To ensure the anticipated advertising appeal, text and image of the advertisement-placates need to have consideration for these adverse conditions. Due to that, they should not be equivalent to text and image in other advertising media. Other key aspects which are influencing text and image, like basic cultural idiosyncrasies in other countries should not be ignored as well. On that account one can obtain specific knowledge of cultural distinctions and similarities, by comparing text and image of Chinese and German advertisement-placates for example. Research in this area has been made to a lesser extend so far, which opens up a new field of research capabilities. My paper dissects the characteristics of text and picture in Chinese and German advertisement-placates. These features will be compared on a intercultural basis, to uncover cultural differences and similarities, which are contained therein.The main part of the paper arrangers itself in analysis-theory, text-analysis, image-analysis and the analysis of the relation between text and image. The most important research-theory of advertisement will be introduced by the analysis-theory. The first three stages of the five stages of effect will be applied as a basis for this analysis:Observation-effect, information-effect and motivation-effect. These two effects will be researched in Chinese and German advertisement-placates under a lexical, syntactical and rhetorical point of view and we find the coherence of the characteristics of texts and advertisement-effects. In addition it will be researched, which linguistic similarities and differences are present between Chinese and German placates. An image-analysis will be made afterwards. The essentiality, the meaning and the function of the image in advertisement, are core themes. The relation between image-function and culture shall not be overseen as well. Finally I will concentrate myself on the relation between text and image in advertisement-placates. The crucial differences, communication-tasks and possibilities have to be made clear at first. After that the relation has to be researched and to be pointed out. Through the analysis it is made clear, that text and image bear certain characteristics considering advertisement-effects. Typographical and rhetorical factors play a major role regarding the observation-effects. Considering the information-effect, adjectives, verbs and substantives are mostly common in advertisement-placates. This is the result of the three word classes.Furthermore, the length and the deeper meaning of these sentences should be limited to ease the information-reception and processing to the shortest time-period. The texts in placates should persuade the observer through product-, transmitter-, and recipient-based arguments. The images have three significant aspects:denotation, connotation and association. The images in advertisement-placates, through which products are projected, have only some denotative meanings. They mostly show the look of the products and are recognized by knowledge of experience. The other images have connotative as same as associative meanings. The associative meaning is individually different, however. The function of the image in advertisement is: Arousing attention, mediating information and triggering emotion. The last function is similar to the motivation-effect. The function of the images is based on culture. The same image can bear different information and can trigger different emotions, based on the culture. The text in the syntactic relation in German placates is located in the lower part and the picture in the upper part of the placats. The text is mostly located on the left, the image on the right part, if regarding the horizontal-ordinance. The vertical-arrangement of text and image in Chinese advertisement placates, is arranged exactly the other way around as with German advertisement-placates. It stands out, that the percentage of the image in German and Chinese placates is relatively high. It is rare as the text-percentage exceeds that of the image. |
PDF Full Text Request