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Die Nike-Unlimited-Kampagne: Strategien der Transportation und Metalepse

URN to cite this document: urn:nbn:de:bvb:703-epub-3902-2

Title data

Hohm, Nicola N.:
Die Nike-Unlimited-Kampagne: Strategien der Transportation und Metalepse.
Bayreuth , 2018 . - 99 P.
(Master's, 2018 , University of Bayreuth, Faculty of Languages and Literature)

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Abstract

Die Masterarbeit untersucht die Strategien der Transportation und die Funktionalisierung metaisierender Darstellungsverfahren in den Werbespots der Nike-Unlimited-Kampagne von 2016. Auf der Basis einer kognitiv-linguistisch fundierten filmnarratologischen Analyse werden die Storytelling-Strategien extrahiert, welchen die Kampagne ihre große mediale Resonanz und Rezipientenwirkung zu verdanken hat. Die Analysegrundlage hierfür bildet die theoretisch-methodische Synthese von Deictic Shift Theory, theoretischen Aspekten der Metalepse und Kuhns filmnarratologischen Analysemodell.

Abstract in another language

The purpose of this study is to analyze and outline the strategies of Transportation and the function of Metalepsis in the Nike Unlimited Campaign (2016). Based on a profound cognitive linguistic film narratological analysis the storytelling strategies evoking great media interest and effect on recipients are identified. Furthermore, the analysis consists of a theoretical-methodologial synthesis of Deictic Shift Theory, theoretical aspects of Metalepsis and Kuhn´s film narratological analysis model.

Further data

Item Type: Master's, Magister, Diploma, or Admission thesis
Keywords: Storytelling ; Storytellingstrategien ; Transportation ; Metalepse ; Filmnarratologie ; Deictic Shift Theory ; Nike-Unlimited-Campaign
DDC Subjects: 400 Language > 400 Language
400 Language > 410 Linguistics
800 Literature > 830 German and related literatures
Institutions of the University: Faculties > Faculty of Languages and Literature > Chair Modern German Literature
Faculties
Faculties > Faculty of Languages and Literature
Language: German
Originates at UBT: Yes
URN: urn:nbn:de:bvb:703-epub-3902-2
Date Deposited: 05 Nov 2018 06:40
Last Modified: 05 Nov 2018 06:40
URI: https://epub.uni-bayreuth.de/id/eprint/3902

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