A Linguistic Analysis of Marketing Strategies by Airlines on the Internet (German Edition)

Diplomarbeit, die am 01.07.1998 erfolgreich an einer Universität in Deutschland im Fachbereich Linguistik eingereicht wurde. Abstract: Companies are now realizing that there's a whole new world being created online. Individuals and businesses are buying and installing modems at an incredible rate. This presents business opportunities to those who see these online users as potential customers. Every person with a product or a cause to promote is faced with the challenges of increasing market visibility, developing an image and advertising products. Every corporation must communicate with the world at large through marketing communications. In order to reach people and to communicate a marketing message effectively, these messages have to be adapted to the current situation in society, aspects such as appropriate media and target groups have to be taken into account. Nowadays, although it is not yet a mass medium, the Internet is considered to be the medium of the future, and its remarkable growth and the number of users can only be estimated. As in earlier history wealth was measure in oil and machines, today, the principal measure of wealth is information, its quality, quantity and the speed with which it can be acquired and adapted. Therefore marketers begin to realize the potential of the Internet as a marketing medium. The message remains the heart of communication, this is true as well for marketing communication and the effectiveness of a message and thus marketing depends to a high degree on its makeup. Moreover people start to think globally, in larger dimensions as they did before. Long distances have to be overcome at the lowest cost of time, one of the most precious goods in Western world, one reason why international airlines are expanding. This work focuses on a linguistic analysis of marketing strategies by airlines on the Internet. In order to convey the background and the bases of this work, first some general concepts and aspects wil...