Publication details

Wer is(s)t vegan, kauft vegan? Wer spricht vegan, verkauft vegan? Thematisierung des Veganismus in der Werbung aus sprachwissenschaftlicher Sicht

Title in English Who is vegan, buys vegan? Who speaks vegan, sells vegan? Thematization of veganism in advertising from a linguistic point of view


Year of publication 2017
Type Article in Periodical
Magazine / Source Mitteilungen des Regensburger Verbunds für Werbeforschung - RVW
MU Faculty or unit

Faculty of Arts

Keywords advertising; veganism; language tools; linguistics; Germany; German language; discourse; discourse linguistics
Description The article is devoted to the linguistic analysis of a current social development and presents the result of the analysis already carried out, which deals with discourse-typical language changes and with the role and power of the often connoted label "vegan" in the world of advertising. The focus is not only on the discursive linguistic perspective, but also on the attitude that discourse-forming language means and connotation changes exert an influence on structures of meaning in the (language) thinking of the language community.
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