| Title: | Betrachtungen zu Wortakrobatik, Guerilla Marketing und Anti-Marketing. Sprache als Waffe des verfangenen, vernetzten und gehetzten Konsumenten vor und nach der Wende |
| Author: | Rodica-Cristina Țurcanu |
| Publication: | Numele și numirea. Actele Conferinței Internaționale de Onomastică. Ediția a III-a: Conventional / unconventional in onomastics, p. 868 |
| ISBN: | 978-606-543-671-8 |
| Editors: | Oliviu Felecan |
| Publisher: | Editura Mega, Editura Argonaut |
| Place: | Cluj-Napoca |
| Year: | 2015 |
| Abstract: | [Reflections on word acrobatics, guerilla marketing and anti-marketing. Language as weapon for consumers entangled, networked and conscripted before and after the transition] The paper is a summarizing part of a larger research project about firm and product designations from the point of view of the contrastive pairs conventional/unconventional and traditional/contemporary in the multilingual and multicultural space of retail chains. This study discusses aspects of verbal strategies through word acrobatics, guerilla marketing and anti-marketing in Romania before and after 1989. |
| Key words: | word acrobatics, words as weapons, guerilla marketing, anti-marketing |
| Language: | German |
| Links: |  pdf |
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