Lea Maria Roensch Vergleichende Betrachtung von englischsprachigen und deutschsprachigen Werbetexten der Gefäßchirurgie unter besonderer Berücksichtigung der persuasiven Mittel

About this book

There are hardly two other language varieties so different from each other than technical and advertising language. One is the language of experts and science which needs to be informative, objective and unambiguous. The other tends to be subjective, persuasive and emotional and wants to motivate people into purchasing goods or services. To combine them seems nearly impossible and yet it is done in form of ‘expert advertising’ or ‘technical advertising’. This combination, which is found everywhere among the scientific and technical community, so far neither attracted much interest of the field of technical communication research, which in Germany analyses different technical texts and their styles since the 1970s, nor of the field of advertising language research, which is mainly concerned with the analysis of public advertising. This publication tries to partially fill this gap by analysing the persuasive strategies of German and English advertising texts for products used in vascular surgery. Therefore, the differences and similarities between the persuasive strategies of typical public advertising and technical advertising are compared intralingually, while the differences and similarities between the persuasive strategies of German and English medical advertisements are interlingually compared. Furthermore, this publication answers the question, if technical advertising ranks among typical advertising texts or if it is a kind of technical text which should be integrated in the established models of the technical communication research. The results this publication provides are not only interesting for advertisers, but also for technical communication research as well as applied linguistics for example the field of translation studies.