„Für einen guten Zweck“. Eine exemplarische linguistische Analyse der Werbekommunikation gemeinnütziger Organisationen

The author of the paper, as a form of response to a 2005 critical study of an author from Nuremberg concerning advertising for an action of donation to poor children, gives positive examples of such advertisement actions. The author of the paper presents language means with the aid of which children are portrayed as subjects. The chosen area of advertisement not connected to economy has not been taken into consideration in linguistic research on advertising as yet. In the article communication strategies within the field of public language that serve “a good cause” are pointed out.