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Semmel von Dahoam: Dialect In Commercial Advertising in Southern Germany
- Authors: Ponomareva A.A.1,2
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Affiliations:
- St. Petersburg State University
- HSE University
- Issue: No 7(888) (2024)
- Pages: 100-107
- Section: Linguistics
- URL: https://ogarev-online.ru/2542-2197/article/view/299787
- ID: 299787
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Abstract
The article examines the role of dialect in commercial banner and poster advertising in South Germany. It analyzes advertising campaigns with Upper German dialect inclusions implemented between 2010 and 2022 in Bavaria and Baden-Württemberg. The results of linguopragmatic analysis indicate that the use of dialect in regional advertising messages is determined both by the communicative demands of society and by the functions of advertising as a driver of trade.
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About the authors
Anastasiya Alexeevna Ponomareva
St. Petersburg State University; HSE University
Author for correspondence.
Email: ann.ponomaryova1111@gmail.com
Postgraduate Student at the Department of German Philology; Tutor at the Department of Foreign Languages
Russian FederationReferences
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