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Ädverteising – Dialekt in der geschriebenen Werbung

Author

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  • Bachmann, Sandro
  • Feige, Stephan
  • Koller, Matthias

Abstract

Kommunikation und Werbung in gesprochenem Dialekt ist für Unternehmen in der Schweiz schon länger ein sehr relevantes Thema. Seit einigen Jahren wird verstärkt auch in der geschriebenen Werbung Schweizerdeutsch eingesetzt. Der Beitrag schildert die Kernergebnisse der ersten empirischen Studie zur geschriebenen Werbung in Dialekt, insbesondere deren Wahrnehmung sowie die potenzielle Wirkung von Dialekt auf die Marke.

Suggested Citation

  • Bachmann, Sandro & Feige, Stephan & Koller, Matthias, 2023. "Ädverteising – Dialekt in der geschriebenen Werbung," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 40(5), pages 42-51.
    • Handle: RePEc:zbw:hsgmrs:301904
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