Advertising Language in Social Marketing. TheCase of the Vienna Metro

Absztrakt

The aim of this study is to analyse the advertising language of the printed advertisements used by the public company Wiener Linien in its four campaigns between October 2016 and September 2018 to promote good manners. The methodology is based on direct observation of the campaigns under study and content analysis. Among the main results obtained from the analysis, the following conclusions stand out: the message was addressed to all users of the Vienna metro in general, and to male youngsters / adults and/or foreigners, in particular. The message included the good manner rules that Wiener-Linien intended to be observed. German was the language used in the ads, but Anglicisms and technical terms of criminal jargon were also used. Although initially the topics were quite varied, their number was reduced in the following campaigns. All advertisements included an image and a short text.