Deutsche und arabische Zeitungsanzeigen: Eine textsorten-linguistische Analyse

Abstract

The study analyzes two advertisements in the two languages (German and Arabic) by explaining the structure and content of each advertisement in the two languages. In this way, lexis and syntax of German and Arabic are explored. In addition, the connection between text-external factors, e.g., B. Advertising goals and building blocks internal text factors e.g., Action prototypes and arguments are examined. The analyzed advertisements belong to the automotive product branch. The advertising goals of the ads are clearly different from each other. In German ad, the ad target is introductory ad and in Arabic ad, it is expansion ad. While the elements headline, sub headline, claims and body text appear in the German advertisement analyzed, the elements headline, sub headline, body text and inserts appear in the Arabic ad. When it comes to lexis, German advertisements are about verbs, nouns, adjectives, and adverbs. In comparison, the Arabic display shows usage of verbs and nouns. Here it must be emphasized that the lexical elements in both the Arabic and the German ad play a role in influencing the reader's evaluation of the product and arousing the interest of the target groups in the purchase of the product. In terms of syntax, simple sentences and ellipsis appear in the German display. In terms of content, the sentence types are declarative and imperative. The same applies to the Arabic display. In terms of punctuation, all sentences in the German ad end with a period. In contrast, the is missing in almost all sentences of the Arabic display. Both in the German and in the Arabic advertisement, connotes and associations appear that influence the emotional value or mood of the reader. In addition, chains of isotopes appear in the Arabic display, stimulating the reader's interest in purchasing the products. The German display of isotope chains, which are product-specific, is completely different. In the two advertisements analyzed, the