Publication: Rhetorik des Werbebriefs (off-/online)
Rhetorik des Werbebriefs (off-/online)
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Dürscheid, C., & Gredig, A. (2023). Rhetorik des Werbebriefs (off-/online). In N. Janich, S. Pappert, & K. S. Roth (Eds.), Handbuch Werberhetorik (No. 12; pp. 353–374). De Gruyter. https://doi.org/10.1515/9783110318210-017
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Advertising letters are among the most successful and most frequently used means of direct marketing and differ significantly from other formats both in terms of language and text design. After a short description of this text genre and a look at its advantages and disadvantages from an economic viewpoint the paper deals with the typical linguistic and typographical forms of offline and online advertising letters and their rhetorical strategies. With regard to offline advertising letters, it is argued that the pattern of another genre
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Dürscheid, C., & Gredig, A. (2023). Rhetorik des Werbebriefs (off-/online). In N. Janich, S. Pappert, & K. S. Roth (Eds.), Handbuch Werberhetorik (No. 12; pp. 353–374). De Gruyter. https://doi.org/10.1515/9783110318210-017
