PUB - Publikationen an der Universität Bielefeld

Advertising also occurs when a text advises people to adopt a certain environmentally friendly behaviour, e.g. when people at work are advised to cycle to work instead of driving. Often, however, environment-related texts do not directly aim at behavioural changes of the readers, but they demand that politicians or society in general take measures to solve environmental problems. Therefore, the tasks of e.g. attracting attention, arousing interest and desires as well as the call to action can be directed at different persons or groups. Using the example of the environmental issue, this chapter shows which linguistic and argumentation-theoretical methods should be used to examine such‘advertising texts’and which rhetorical techniques of en-ightenment and persuasion are typically used there. The empirical basis for this is a corpus collected from 2017 to May 2019, especially of newspaper texts on environmental issues.