The portrayal of women in German advertising : sociolinguistic and didactic perspectives
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There is an apparent discrepancy between the official policy of equality for women in West Germany and the female stereotypes perpetuated in magazine advertisements which reflect neither the improved social status of women nor women's concern about the masculine bias in the language. Teachers of German should therefore use advertisements with discrimination. The language of advertising bears distinctive lexical, syntactic and semantic features which afford students a sociolinguistic insight into a significant idiom of commerce.Es besteht eine Diskrepanz zwischen der offiziellen deutschen Politik der Frauengleichberechtigung und der noch klischeehaften Darstellung der Frau in der Wirtschaftswerbung, die weder den erhohten Status der Frau in der Gesellschaft noch die Frauensprache anerkennt; deswegen sollten Werbetexte vorsichtig in den Fremdsprachenunterricht eingefuhrt werden. Solche Texte bieten Studenten des Deutschen einen Einblick in die Soziolinguistik. Die Werbesprache ist als eine bedeutende Fachsprache der Wirtschaft zu betrachten, da sie sich durch Vokabular, Syntax und Semantik klar auszeichnet.
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This work is available on request. You can request a copy at https://library.carleton.ca/forms/request-pdf-copy-thesis
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Copyright © 1991 the author(s). Theses may be used for non-commercial research, educational, or related academic purposes only. Such uses include personal study, research, scholarship, and teaching. Theses may only be shared by linking to Carleton University Institutional Repository and no part may be used without proper attribution to the author. No part may be used for commercial purposes directly or indirectly via a for-profit platform; no adaptation or derivative works are permitted without consent from the copyright owner.
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- 1991
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