Kreativität in Werbetexten: Zur Originalität von Markenslogans in der Kampagne zur Corona-Schutzimpfung

Abstract

ABSTRACT Advertising texts are the result of intentionally arranged communication that aims to draw the attention of potential customers to a product. In advertising language, every word is precisely chosen with a specific communicative intention. There are no limits to stylistic-linguistic creativity or to originality. The phrases and passages I examine can be considered as samples of creative advertising text composition. These are slogans related to the Corona vaccination campaign launched on 7 December 2021 by the Berlin advertising agency Antoni, in which over 1,000 brands and companies from German-speaking countries participated. In the large-scale campaign, the companies were modelling their common or new brand slogans on the call for vaccination. I analyse the forms of the claims, which are characterised by unique originality not least because of the exclusivity of the campaign itself; they thus possess special features. The creative modus procedendi of the slogan design on three linguistic levels – the phonological, lexical and syntactic – are the focus of my interest. The innovative potential of the selected advertising claims is to be regarded as a fundamental catalyst for an increased reception stimulus as well as an increased consumer attention.