”Лï−wŁfl‰IŠv‚æ87“ƒ/’^fiç‹ê”j†ESven Holst

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1 March 55 S v e n H o l s t Marc Löhr CM pp Bravo Bild der Frau Der Spiegel Focus Stern TV Spielfilm Der Spiegel Focus

2 56 Holst Holst Bridgestone Der Spiegel FocusStern

3 March 57 Applause Cuore Terios Cuore, Move Limited Avensis Camry S Corolla Lifeback Fun Cruiser Cabrio Fun Cruiser Corolla Picnic Turbo Lexus LS 400 GS 300 Primera Micra Almeria Magic Pajero GDI Carisma GDI Carisma Special Galant Combi Carisma 1600 Special Galant Wagon R Mpact Notebook Laptop Portégé 300 CT Printer BJC 250 Fax L 250, B 150 CLC 1000 Colorcopy Laserfax Stylus Color 600 Stylus Color 400 Stylus series Computer systems Software Finfin NEC Multisync Monitor Revoluzoom Slimflash Fotonex 200 ix Zoom Quicksnap superslim MZ-5 N ESP Nuvis N5 Digetal Canera Copy CF 900 EP 6001 Arctura Promaster TV TX-W 36D 3 DP NV-HD 625 Inspira SE-A 910W Series 21 Karstadt Sharp Hifi AV 1 AX 892 RXV 592 RDS Karstadt Panasonic Shaver

4 58 Der Spiegel Focus Stern Notebook Gran Move Move Galant Combi Pronea Recorder VT-T 550 Tuner TX-590 Bild der Frau Audi Linguaphone West Herlitz A T Stern Kutsch Alcatel UPS Online Degussa Smart Strenesse Focus Focus Abo Abo Sony Sony Canon Avensis Applause Terios

5 March 59 Audi West Prisma Reid Asato Die Zeit AV

6 60 TV Spiefilm Der Spiegel Focus Stern TV Spielfilm

7 March 61 Der Spiegel Der Spiegel Stern TV Spielfilm Applause Avensis Pajero Espl 6160 Slimflash Primera Wagon R Cuore Nv-HD Notebook Lexus LS 300 Carisma GDI Special CLC Galant Combi Move ( ) MITSUBISHI MOYTORSGasoline Direct Injection

8 62 Stern Spiegel TV Spiefilm p

9 Der Spiegel Der Spiegel Opel Audi VW BMW Porsche Omega Omega Vectra Astra A 8 quattro A 4 quattro Quattro Goif Renault Peugot Espace Espace Gran Espace Mégane Mégane Scénic 406 Daihatsu Mitsubishi Lexus Toyota Applause GDI Carisma LS Pajero GDI Carisma Special GDI Carisma Galant GS LS Avensis Saab Ford Alfa Galaxy 156 March 63

10 64 Der Spiegel Josef Kreiner

11 March Focus 65

12 66 TV Spielfilm

13 March 67 Stern

14 68 Focus

15 March Der Spiegel 69

16 70 TV Spielfilm

17 March 71 Focus

18 72 Focus

19 March 73 Focus

20 74 Focus

21 March 75 A Content Analysis of Japanese Advertisements in German Magazines ABSTRACT This paper presents the results of a content analysis of Japanese Advertisements in German Magazines, namely Der Spigel, Focus, Stern, and TV Spielfilm, from a comparative perspective. Comparisons are made among Japanese, German, American, French, Italian, and other advertisements. this content analysis is a pilot for additional work in the future. The data are only from small samples of German magazines, so the samples cannot be treated as representative of all magazine advertisements in Germany. Despite these limitations, the data suggest: advertisements by Japanese companies are not identifiable as such except for company names like Toyota, Toshiba, Minolta, and so on, Japanese companies are likely to use red color for company names and logotypes, and use English for their catchphrases and mottos as well, and Japanese car companies tend to refer to prices and guarantees in their advertisements. key words: content analysis, Japanese advertisements, German magazines

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