COMBINATIONS OF WORDS IN A GERMAN MULTI-MEDIA MARKETING CAMPAIGN
WORTKOMBINATIONEN IN EINER MULTIMEDIALEN MARKETING-KAMPAGNE
COMBINATII DE CUVINTE DIN GERMANĂ ÎN MULTI–MEDIA -MARKETING
August GRAF
Universität des Saarlandes, Saarbrücken,
Deutschland,
E-mail: a_graf@rocketmail.com
Abstract
The article describes a multi-media marketing campaign created by the Saarland Tourist Board. The focus of this campaign is a linguistic game of words: creating new combinations in direct connection with the term of “Saarland” in order to change the associations connected with this term. However, this campaign was not succesful. Most probably the reason was linguistic, too: It seemed to be impossible to find enough variants in order to ensure a long-term interest.
Zusammenfassung
Der Artikel beschreibt eine multimediale Marketing-Kampagne der saarländischen Tourismus-Zentrale aus dem Jahr 2006. Gemeinsames Dach der Kampagne waren Wortkombinationen, die den Begriff ,Saarland’ aufbrechen und konnotativ verändern sollten. Allerdings war die Kampagne nicht erfolgreich; der Artikel will auch Vermutungen darüber anstellen, warum dies der Fall gewesen sein könnte. Vermutlich war es nicht möglich, im Kontext dieses Konzepts genug Varianz zu entwickeln, um langfristig interessant bleiben zu können.
Rezumat
Articolul descrie o campanie de marketing multi-media creată de către Consiliul de Turism Saarland. Interesul acestei campanii este un joc lingvistic de cuvinte: creând noi combinații în legătură directă cu termenul de “Saarland”, în scopul de a schimba asocierile legate de acest termen. Cu toate acestea, campania nu a fost de succes. Se pare că este a se găsi destule variante lexicale, în scopul de a asigura un interes pe termen lung.
Key Words: Marketing campain, new linguistic terms, Saarland, Variance
Schlüsselwörter: Marketingkampagne, neue Wortverbindungen, Saarland, Varianz
Cuvinte cheie: Marketing campanie de publicitate, noi termeni lingvistici, Saarland, Variante