Kosmetikwerbeanzeigen in deutschen und indonesischen Frauenzeitschriften : ein sprachlicher und kultureller Vergleich

Advertising for cosmetics in German and Indonesian magazines for women has its
own specific language and cultural aspects which are considered and analysed in
this thesis. The language aspects concerning the advertisements refer to the
language style, its lexis, syntax, and rhetorical devices. The cultural aspects deal with
the images of women presented in advertising which appeal to the social- cultural
reality and also to the visual techniques applied in the world of advertising. The
adduced similarities between Indonesia and Germany are based on the fact that
advertising in both countries strives for internationalization. Differences in that
business can, apart from linguistic necessities, be found in historical, geopolitical and
cultural reasons by which women have been influenced in their countries. In addition,
the behavior of women towards foreigners, their way of understanding themselves,
their distinctive opinions about beauty, and their contrasting climate can be a
challenge for the cosmetic industry to meet the wishes and requirements of the
women in the two countries.