Variationen und spielerischer Gebrauch standardsprachlicher Wendungen und Sprichwörter in der Werbung

Abstract The process of advertising is a technique used to draw attention to a product or a service. It is an indispensable method of the marketing strategy. To ensure that clients are thus interested in the product, the advertisement must be original, attractive and creative through the use of stylistic instruments, such as linguistic games or idiomatic expressions.