Lists in German Advertisment Slogans

Petra Bacuvcikova, Tomas Bata University in Zlin, Czech Republic, ID LLCE2018-364;  Abstract: This study is a contribution to the discussion and analysis of the communicative practice list, and the three-component list structure in marketing texts. Based on empirical lists in advertisement slogans it deals with a description of the structure whose central point is the list. The study utilizes a corpus of recordings and/or transcripts taken from German TV advertisements. Its purpose is to explore which list types and functions can be recognized in the context of advertisement slogans as well as to discuss how marketing texts containing lists in foreign or second language acquisition can be used. Seven different subtypes of the practice list can be seen in the relevant corpus.

Keywords: Conversation analysis, Advertisement, List, Communicative practice