Was man schreibt, das bleibt – die Rolle schriftlicher Texte in der Fernsehwerbung

The article gives a detailed overview of the role of written texts in advertising spots. First, the authors describe the specific peculiarities of television advertising. Then, special attention is paid to written texts in authentic TV-spots, broadcast by the German private channels RTL and RTL II. On the basis of more than 2,500 texts the authors distinguish three categories of written texts, which can be found in advertising spots: the slogan, the text kernel and the pure written text. Empirical data shows the importance of conciseness and the use of figures of speech to generate an impressive and long time efficient slogan. The further results of the investigations can be summarized as follows: The text kernel is identified as the multifunctional central unit of the spots. It not only informs the viewers, but also tells them an interesting story. Finally, the pure written text has the function of concluding the message of the spot and to add legal information. Empirical material proves the predominance of declarative sentences in all categories of written texts.