Discours publicitaire

Stark, schwarz, Sportler. Stereotype der Werbung

Lora-Dagmar Constantinescu

Department of Modern Languages and Business Communication, Bucharest University of Economic Studies, Romania

Pages 29–39

Abstract

Advertising is meant to sneak into the people's minds and to touch their souls. In the present paper the focus lies on visual-verbal persuasion via stereotypes in a German language advertisement for Puma sports-wear of the 90-ies. Cultural/ideological assumptions (Afro-American athletes embody almost beastlike strength and performance) are interwoven with inter-textual references. The approach brings together the typical "myth-building" and the problem of media awareness: a possible racial stereotype in the ad slogan represents one of the decoding keys to the denotative and connotative meaning layers.

Keywords —

Advertising · presenter · rhetoric · ideology · stereotype

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Cite this article

Constantinescu, L.-D. (2012). Stark, schwarz, Sportler. Stereotype der Werbung. Dialogos, 25, 29–39.

Constantinescu, Lora-Dagmar. “Stark, schwarz, Sportler. Stereotype der Werbung.” Dialogos, vol. 25, 2012, pp. 29–39.

Constantinescu, Lora-Dagmar. 2012. “Stark, schwarz, Sportler. Stereotype der Werbung.” Dialogos 25: 29–39.

@article{constantinescu2012stark,
  author  = {Constantinescu, Lora-Dagmar},
  title   = {Stark, schwarz, Sportler. Stereotype der Werbung},
  journal = {Dialogos},
  year    = {2012},
  volume  = {25},
  pages   = {29--39}
}

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