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<p>This paper presents the cultural linguistic and contrastive HoWeKo project (Hochwertkonzepte - high value concepts) from the University of Sarajevo together with the research objective and method as well as the specially developed German-Bosnian Advertisements Corpus (GerBosAC corpus) and Advertis software. It also includes an illustration of the HoWeKo project by an example analysis presented in the third part. The general objective of the project is to describe the cultural specificity of core socio-cultural values in different language communities by means of linguistic analysis of their corresponding linguistic expressions in mass communication. The underlying conviction is that all linguistic expressions, especially individual lexemes, are necessarily culture-specific due to their different epistemic foundations in language communities, which is also true for the so-called internationalisms such as democracy or even such highest values as freedom. These core values are understood in this essay as high value concepts, meaning not only that they are accessible via the linguistic surface in the form of high value words, but also that quite different linguistic expressions can evoke the same high value concept. The correlation »linguistic expression - high value concept - epistemic basis« is at the base of this. In the sense of frame semantics, insight can be gained into the culture-specific semantic filling or epistemic foundation of individual high value concepts, and a&#xa0;comparison between them reveals socio-cultural differences.</p><p>The HoWeKo project, and thus this paper, is initially based on advertising texts from the GerBosAC corpus. After an introductory presentation of the corpus, the method and terminology and especially the concept of high value as a&#xa0;linguistic concept are illustrated, possible questions are discussed, and finally the first results are presented on the example of the high value concept <i>social relation</i> in German and Bosnian advertising texts. The initial results, presented in the final section of this paper, concern different types of social relations e.g. family, we-community or company-farmer/supplier. The third-mentioned one is verbally expressed –&#xa0;by partly varying means&#xa0;– as various purchase arguments in the respective language communities, showing some culturally significant differences in meaning.</p>

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Hochwertkonzepte als linguistischer Zugang zur Kultur am Beispiel von Werbekommunikation

  • 期刊论文

  • 发表日期：

    2025年12月1日

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  • Vedad Smailagić

摘要

This paper presents the cultural linguistic and contrastive HoWeKo project (Hochwertkonzepte - high value concepts) from the University of Sarajevo together with the research objective and method as well as the specially developed German-Bosnian Advertisements Corpus (GerBosAC corpus) and Advertis software. It also includes an illustration of the HoWeKo project by an example analysis presented in the third part. The general objective of the project is to describe the cultural specificity of core socio-cultural values in different language communities by means of linguistic analysis of their corresponding linguistic expressions in mass communication. The underlying conviction is that all linguistic expressions, especially individual lexemes, are necessarily culture-specific due to their different epistemic foundations in language communities, which is also true for the so-called internationalisms such as democracy or even such highest values as freedom. These core values are understood in this essay as high value concepts, meaning not only that they are accessible via the linguistic surface in the form of high value words, but also that quite different linguistic expressions can evoke the same high value concept. The correlation »linguistic expression - high value concept - epistemic basis« is at the base of this. In the sense of frame semantics, insight can be gained into the culture-specific semantic filling or epistemic foundation of individual high value concepts, and a comparison between them reveals socio-cultural differences.

The HoWeKo project, and thus this paper, is initially based on advertising texts from the GerBosAC corpus. After an introductory presentation of the corpus, the method and terminology and especially the concept of high value as a linguistic concept are illustrated, possible questions are discussed, and finally the first results are presented on the example of the high value concept social relation in German and Bosnian advertising texts. The initial results, presented in the final section of this paper, concern different types of social relations e.g. family, we-community or company-farmer/supplier. The third-mentioned one is verbally expressed – by partly varying means – as various purchase arguments in the respective language communities, showing some culturally significant differences in meaning.