Phraseological city cleaning
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A Project of the Seminar "Solid Word Combinations in Theory and Practice"
Since the majority of advertising slogans are phraseologisms (= fixed word combinations), the focus is specifically on issues such as constitutive phraseological characteristics and text formation potentials of the advertising slogans, but also on user-related issues such as familiarity, comprehension/understandability (including familiarity of the underlying fixed word combination) and effect on the viewer.
The creative advertising slogans of the Kassel city cleaners associated with corresponding images as vehicle advertising, such as Aus dem Hund gekommen, Klebewohl or
Rein gemacht! , are not only an integral part of Kassel's local color, but also lend themselves as a suitable linguistic object of investigation.
As part of the advanced seminar "Fixed word combinations in theory and practice" (winter semester 2014/15), we took on these tasks and started with the project'Phraseological city cleaning'. The focus was on three fields of work:
- Linguistic analysis: a group of students analyzed selected advertising slogans of the Kassel city cleaners from a linguistic point of view.
- Questionnaire survey: Using the results of the analysis, another working group designed a questionnaire and carried out a questionnaire survey with 270 German studies students (first-year students).
- Consequences of analysis and survey: Based on the empirical results, a creative team made suggestions for future advertising slogans.
The empirical results of the project were presented on February 3, 2015 in the presence of Ms. Heidrun Kessel, Head of the Public Relations and Marketing Department of Kasseler Stadtreiniger, who followed the project with great interest and actively supported it. Her project report was published in issue no. 58 (01/2015) of the employee newspaper of the Stadtreiniger to read.
The student leader of the project was Mr. Magnus Boucsein, who is also responsible for presenting the results of the questionnaire survey. Other students who participated in the project were: Aldona Zuba, Andreas Truß, Anna-Katharina Tiedt, Aurelio Ghirardelli, Charlotte Leonie Büchi, Friederike Müller, Hanna Graef, Julia Heiderich, Julia Winski, Laura Sievers, Maria Henckel, Matthias Kranixfeld, Myke Hörner, Tamara Lotz, Tobias Metje and Viktor Althausen.
Interested readers can find the questionnaire and the empirical results of the questionnaire survey.
Prof. Dr. Vilmos Ágel