Yıl 2024,
, 48 - 62, 26.06.2024
Lilis Afifah
,
Pratomo Widodo
,
Erna Andriyanti
Kaynakça
- Aktuelle Studien zum Konsum von E-Zigaretten - Zusammenfassung der Ergebnisse, Pub. L. No. WD 9-3000 - 040/18, Wissenschaftliche Dienste. (2018). google scholar
- Alba-Juez, L. (2018). Emotion and appraisal processes in language: How are they related? In M. Â. Gonzalez & J. L. Mackenzie, The construction of discourse as verbal interaction, (pp. 227-250). Amsterdam: John Benjamins. google scholar
- Almurashi, W. A. (2016). An introduction to Halliday’s systemic functional linguistics. Journal for the Study of English Linguistics, 4(1), 70. https://doi.org/10.5296/jsel.v4i1.9423. google scholar
- Alnajjar, K. & Toivonen, H. (2021). Computational generation of slogans. Natural Language Engineering, 27(5), 575-607. https://doi.org/10.1017/S1351324920000236. google scholar
- Atieno, L. & Njoroge, J. M. (2018). The ecotourism metaphor and environmental sustainability in Kenya. Tourism and Hospitality Research, 18(1), 49-60. https://doi.org/10.1177/1467358415619671. google scholar
- Averbukh, V., Bakhterev, M., Baydalin, A., Ismagilov, D. & Trushenkova, P. (2007). Interface and visualization metaphors. In J. A. Jacko (Eds.), Human-Computer Interaction. Interaction Platforms and Techniques. HCI 2007. Lecture Notes in Computer Science, vol 4551. Springer, Berlin, Heidelberg. https://doi.org/10.1007/ 978-3-540-73107-8_2. google scholar
- Balova, A. (2023, October 6). Navigating cultural differences in global B2B marketing: Adapting marketing strategies to different cultures & regions. Retrieved November 10, 2023 from https://www.linkedin.com/pulse/ navigating-cultural-differences-global-b2b-marketing-adapting-balova/. google scholar
- Bischoff, M., Chauvistre, E., Kleis, C. & Wille, J. (2018). Facts about Germany. Frankfurt am Main: FAZIT Communication GmbH. google scholar
- Bonikowski, B., Luo, Y. & Stuhler, O. (2022). Politics as usual? Measuring populism, nationalism, and authoritarianism in U.S. presidential campaigns (1952-2020) with neural language models. Sociological Methods & Research, 51(4), 1721-1787. https://doi.org/10.1177/00491241221122317. google scholar
- BSR information in english. (n.d). Berliner Stadtreinigung. Retrieved October 10, 2023, from https://www.bsr.de/ die-berliner-stadtreinigung-in-englischer-sprache-26142.php. google scholar
- BSR startet Sauberkeitskampagne 2022. (2022, June 27). Berliner Stadtreinigung. Retrieved October 10, 2023, from https://www.bsr.de/bsr-startet-sauberkeitskampagne-2022-30764.php. google scholar
- Budd, K., Kelsey, D., Mueller, F. & Whittle, A. (2019). Metaphor, morality and legitimacy: A critical discourse analysis of the media framing of the payday loan industry. Organization, 26(6), 802-829. https://doi.org/10.1177/ 1350508418812569. google scholar
- Catalano, T. & Waugh, L. R. (2020). Critical discourse analysis, critical discourse studies and beyond. Cham: Springer. google scholar
- Das Magazin der Berliner Stadtreinigung. (2016). Berliner Stadtreinigung. 03. google scholar
- Dündar, F. N. (2017). Effects on the advertising transformation metaphor and target mass. IOSR Journal Of Humanities And Social Science (IOSR-JHSS, 22(9), 47-50. https://doi.org/10.9790/0837-2212094750. google scholar
- Duszak, A. & Okulska, U. (2011). Language, culture, and the dynamics of age. Göttingen: De Gruyter Mouton. google scholar
- Ekoyono, R. D. (2019). Analysis of figurative language used in English slogan of commercial beverage products (Bachelor thesis). Retrieved October 26, 2023 from http://repository.upstegal.ac.id/249/. google scholar
- Esposito, E. (2021). Politics, ethnicity and the postcolonial nation. Amsterdam/Philadelphia. John Benjamins Publishing Company. google scholar
- Fairclough, N. (1995). Critical discourse analysis: the critical study of language. London and New York: Longman. google scholar
- Fairclough, N. (2013). Language and Power (Second Edition). London and New York: Routledge. google scholar
- Feng, D. & Wu, X. (2022). Coronavirus, demons, and war: Visual and multimodal metaphor in Chinese public service advertisements. SAGE Open, 12(1). https://doi.org/10.1177/21582440221078855. google scholar
- Geschaftsbericht. (2017). Berliner Stadtreinigung. Retrieved October 21, 2023, from https://www.bsr.de/assets/ downloads/Geschaeftsbericht_2017.pdf. google scholar
- Gjesdal, A. M. & Andersen, G. (2023). Changing concepts of greenhouse gas expressions: Discursive specialization in parliamentary discourses on climate change. Discourse & Society, 34(4), 429-444. https://doi.org/10.1177/ 09579265221145394. google scholar
- Grüne Produkte in Deutschland - Status Quo und Trends. (2013, April). Umwelt Bundeswelt. Retrieved October 10, 2023 from https://www.umweltbundesamt.de/sites/default/files/medien/376/publikationen/gruene_produkte_ in_deutschland_status_quo_und_trends_neulayout.pdf. google scholar
- Guo, Z. (2023). Conceptual metaphor and cognition: From the perspective of the philosophy of language. Journal of Innovation and Development, 3(1), 73-75. https://doi.org/10.54097/jid.v3i1.8424. google scholar
- Haavik, T. K. (2023). Representations, metaphors and slogans: From organisational safety to societal resilience. In SpringerBriefs in Applied Sciences and Technology: Vol. Part F1310 (pp. 41-50). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-33786-4_5. google scholar
- Hart, C. (2008). Critical discourse analysis and metaphor: toward a theoretical framework. Critical Discourse Studies, 5(2), 91-106. https://doi.org/10.1080/17405900801990058. google scholar
- Hart, C. (2017). Metaphor and intertextuality in media framings of the (1984-1985) British Miners’ strike: A multimodal analysis. Discourse & Communication, 11(1), 3-30. https://doi.org/10.1177/1750481316683291. google scholar
- Hartati, R., Panah, E. & Matsom, H. (2021). A critical discourse analysis of the use of metaphor in online car advertisements. SALTeL Journal (Southeast Asia Language Teaching and Learning), 4(2), 25-36. Retrieved October 10, 2023, from https://doi.org/10.35307/saltel.v4i2.77. google scholar
- Hesse, J. (2023). Metapher, Kontext und Kognition. Berlin/Boston: De Gruyter. google scholar
- Hünninghaus, A. & Peters, F. (2015, July 31). Mit Humor für mehr Stadtsauberkeit. KOM Magazin für Kommunikation. Retrieved October 26, 2023, from https://www.kom.de/medien/mit-humor-fuer-mehr-stadtsauberkeit/. google scholar
- Huss, T. J. (2019). Asthetik der Metapher. Bielefeld: Transcript. google scholar
- Hymes, D. (2004). Ethnography, linguistics, narrative inequality: Toward an understanding of voice. London: Taylor and Francis. google scholar
- Immoos, F. (n.d). Farben - Wahrnehmung, Assoziation, Psychoenergetik. Wilhelm Ostwald Schule. Retrieved October 26, 2023, from https://gestaltung.wilhelm-ostwald-schule.de/wp-content/uploads/2010/04/bedeutung-der-farben. pdf. google scholar
- Kalandides, A. & Gresillon, B. (2021). The ambiguities of “sustainable” Berlin. Sustainability, 13(4), 1666. https://doi.org/10.3390/su13041666. google scholar
- Kern, V. (2022, April 8). A compass to make the world a better place. Detschland.de. Retrieved October 25, 2023, from https://www.deutschland.de/en/topic/environment/germany-climate-action-national-sustainable-development-strategy. google scholar
- Kövecses, Z. (2010). Metaphor - A practical introduction - Second Edition. New York: Oxford University Press. google scholar
- Kuchina D. D. (2023). Metaphor as invective in the genre of internet commentary: A focus on German political discourse. Professional Discourse & Communication, 5(3), 61-75. (In Russ.) Retrieved October 26, 2023, from https://doi.org/10.24833/2687-0126-2023-5-3-61-75. google scholar
- Künzer, L. (2015). "Alarmstufe Rot!" oder "Alles im grünen Bereich!" - Farben im Kontext von Gefahr und Sicherheit (Doctoral dissertation). Retrieved November 04, 2023, from https://epub.uni-regensburg.de/33832/. google scholar
- Lakoff, G. (1992). The contemporary theory of metaphor. Retrieved October 10, 2023, from https://terpconnect.umd. edu/~israel/lakoff-ConTheorMetaphor.pdf. google scholar
- Lakoff, G. & Johnson, M. (2013). Metaphor we live by. London: The University of Chicago Press. google scholar
- Li, R., Yu, Y. & Chan, T. F. (2023). Motivational discourse and campaign-style mobilisation: A positive discourse analysis of language poverty alleviation discourse in China. PLoS ONE, 18(10 October). Retrieved October 24, 2023, from https://doi.org/10.1371/journal.pone.0292834. google scholar
- Malabar, F. (2020). Persuasive language in political campaign. Jambura Journal of English Teaching and Literature, 1(2), 76-88 . Retrieved October 15, 2023, from https://doi.org/10.37905/jetl.v1i2.7284. google scholar
- Mayr, A. (2008). Language and power - An introduction to institutional discourse. London and New York: Continuum. google scholar
- Migration und Integration. (n.d). Tatsachen über Deutschland. Retrieved October 15, 2023, from https://www. tatsachen-ueber-deutschland.de/de/migration-und-integration. google scholar
- Musolff, A. (2016). Political metaphor analysis. London and New York: Bloomsbury Academic. google scholar
- Navarro Ferrando, I. (2017). Conceptual metaphor types in oncology: Cognitive and communicative functions. Iberica, (34), 163-186. Retrieved November 01, 2023, from https://www.revistaiberica.org/index.php/iberica/article/view/ 149. google scholar
- OECD. (n.d). Green growth in action: Germany. Retrieved October 20. 2023, from https://www.oecd.org/greengrowth/ greengrowthinactiongermany.htm. google scholar
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- Piccioni, S. (2023). Discourse-motivated variation in metaphor use in Spanish: The case of SPACE metaphors in popularised scientific discourse on breast cancer. International Journal of Language Studies, 17(4), 9-34. Retrieved October 06, 2023, from https://drive.google.com/file/d/1Htw1NscnyhYtj3rUL-mY_uPR0LuyrWPy/view. google scholar
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- Riedel, I. (2019). Die Symbolik der Farben. Lettland: Patmos Verlag. google scholar
- Romano, M. & Porto, M. D. (2018). ‘The tide, change, nobody can stop it’: Metaphor for social action. Discourse & Society, 29(6), 655-673. Retrieved October 07, 2023, from https://doi.org/10.1177/0957926518802914. google scholar
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Unearthing the Power of Metaphors: How German Campaigns Craft Catchy Trash Slogans
Yıl 2024,
, 48 - 62, 26.06.2024
Lilis Afifah
,
Pratomo Widodo
,
Erna Andriyanti
Öz
Discussions about using metaphors in public spaces are always intriguing and have been widely explored, especially in advertising. However, few scholars have examined metaphors and their relevance to the environment, even though it is closely linked to culture and society. To bridge this gap, this study employed critical discourse analysis (CDA) to investigate how metaphorical slogans in cleanliness campaigns reflect the ideologies of their creators, that is the Berliner Stadtreinigung (BSR), particularly in the context of cleanliness campaigns. Combining the conceptual metaphor theory framework by Lakoff and CDA, the researcher conducted three phases, namely the Description Phase, Interpretation Phase, and Explanation Phase, to uncover the meanings of metaphors from 64 slogans displayed on trash bins located in various parts of the city of Berlin which represents Germany as a leader in environmental and sustainability issues. The research findings indicate that at least six ideologies are implied in the metaphorical expressions, including environmental conservation and sustainability, ecological awareness, community participation and ownership, quality of life, principles of diversity and Inclusiveness, and government and corporate responsibility. Future research could focus on the behavioral impact of cleanliness slogans, cross-cultural analyses, long-term effectiveness, and the roles of government and corporations in environmental protection campaigns.
Etik Beyan
Because this research did not involve people as participants, we did not draw an ethical statement.
Destekleyen Kurum
The Assessment and Application of Technology Research Organization (BPPT) Indonesia, the Educational Fund Management Institution (LPDP) Indonesia, and the Berliner Stadtreinigung (BSR) Germany.
Teşekkür
The Assessment and Application of Technology Research Organization (BPPT) Indonesia, the Educational Fund Management Institution (LPDP) Indonesia, and the Berliner Stadtreinigung (BSR) Germany.
Kaynakça
- Aktuelle Studien zum Konsum von E-Zigaretten - Zusammenfassung der Ergebnisse, Pub. L. No. WD 9-3000 - 040/18, Wissenschaftliche Dienste. (2018). google scholar
- Alba-Juez, L. (2018). Emotion and appraisal processes in language: How are they related? In M. Â. Gonzalez & J. L. Mackenzie, The construction of discourse as verbal interaction, (pp. 227-250). Amsterdam: John Benjamins. google scholar
- Almurashi, W. A. (2016). An introduction to Halliday’s systemic functional linguistics. Journal for the Study of English Linguistics, 4(1), 70. https://doi.org/10.5296/jsel.v4i1.9423. google scholar
- Alnajjar, K. & Toivonen, H. (2021). Computational generation of slogans. Natural Language Engineering, 27(5), 575-607. https://doi.org/10.1017/S1351324920000236. google scholar
- Atieno, L. & Njoroge, J. M. (2018). The ecotourism metaphor and environmental sustainability in Kenya. Tourism and Hospitality Research, 18(1), 49-60. https://doi.org/10.1177/1467358415619671. google scholar
- Averbukh, V., Bakhterev, M., Baydalin, A., Ismagilov, D. & Trushenkova, P. (2007). Interface and visualization metaphors. In J. A. Jacko (Eds.), Human-Computer Interaction. Interaction Platforms and Techniques. HCI 2007. Lecture Notes in Computer Science, vol 4551. Springer, Berlin, Heidelberg. https://doi.org/10.1007/ 978-3-540-73107-8_2. google scholar
- Balova, A. (2023, October 6). Navigating cultural differences in global B2B marketing: Adapting marketing strategies to different cultures & regions. Retrieved November 10, 2023 from https://www.linkedin.com/pulse/ navigating-cultural-differences-global-b2b-marketing-adapting-balova/. google scholar
- Bischoff, M., Chauvistre, E., Kleis, C. & Wille, J. (2018). Facts about Germany. Frankfurt am Main: FAZIT Communication GmbH. google scholar
- Bonikowski, B., Luo, Y. & Stuhler, O. (2022). Politics as usual? Measuring populism, nationalism, and authoritarianism in U.S. presidential campaigns (1952-2020) with neural language models. Sociological Methods & Research, 51(4), 1721-1787. https://doi.org/10.1177/00491241221122317. google scholar
- BSR information in english. (n.d). Berliner Stadtreinigung. Retrieved October 10, 2023, from https://www.bsr.de/ die-berliner-stadtreinigung-in-englischer-sprache-26142.php. google scholar
- BSR startet Sauberkeitskampagne 2022. (2022, June 27). Berliner Stadtreinigung. Retrieved October 10, 2023, from https://www.bsr.de/bsr-startet-sauberkeitskampagne-2022-30764.php. google scholar
- Budd, K., Kelsey, D., Mueller, F. & Whittle, A. (2019). Metaphor, morality and legitimacy: A critical discourse analysis of the media framing of the payday loan industry. Organization, 26(6), 802-829. https://doi.org/10.1177/ 1350508418812569. google scholar
- Catalano, T. & Waugh, L. R. (2020). Critical discourse analysis, critical discourse studies and beyond. Cham: Springer. google scholar
- Das Magazin der Berliner Stadtreinigung. (2016). Berliner Stadtreinigung. 03. google scholar
- Dündar, F. N. (2017). Effects on the advertising transformation metaphor and target mass. IOSR Journal Of Humanities And Social Science (IOSR-JHSS, 22(9), 47-50. https://doi.org/10.9790/0837-2212094750. google scholar
- Duszak, A. & Okulska, U. (2011). Language, culture, and the dynamics of age. Göttingen: De Gruyter Mouton. google scholar
- Ekoyono, R. D. (2019). Analysis of figurative language used in English slogan of commercial beverage products (Bachelor thesis). Retrieved October 26, 2023 from http://repository.upstegal.ac.id/249/. google scholar
- Esposito, E. (2021). Politics, ethnicity and the postcolonial nation. Amsterdam/Philadelphia. John Benjamins Publishing Company. google scholar
- Fairclough, N. (1995). Critical discourse analysis: the critical study of language. London and New York: Longman. google scholar
- Fairclough, N. (2013). Language and Power (Second Edition). London and New York: Routledge. google scholar
- Feng, D. & Wu, X. (2022). Coronavirus, demons, and war: Visual and multimodal metaphor in Chinese public service advertisements. SAGE Open, 12(1). https://doi.org/10.1177/21582440221078855. google scholar
- Geschaftsbericht. (2017). Berliner Stadtreinigung. Retrieved October 21, 2023, from https://www.bsr.de/assets/ downloads/Geschaeftsbericht_2017.pdf. google scholar
- Gjesdal, A. M. & Andersen, G. (2023). Changing concepts of greenhouse gas expressions: Discursive specialization in parliamentary discourses on climate change. Discourse & Society, 34(4), 429-444. https://doi.org/10.1177/ 09579265221145394. google scholar
- Grüne Produkte in Deutschland - Status Quo und Trends. (2013, April). Umwelt Bundeswelt. Retrieved October 10, 2023 from https://www.umweltbundesamt.de/sites/default/files/medien/376/publikationen/gruene_produkte_ in_deutschland_status_quo_und_trends_neulayout.pdf. google scholar
- Guo, Z. (2023). Conceptual metaphor and cognition: From the perspective of the philosophy of language. Journal of Innovation and Development, 3(1), 73-75. https://doi.org/10.54097/jid.v3i1.8424. google scholar
- Haavik, T. K. (2023). Representations, metaphors and slogans: From organisational safety to societal resilience. In SpringerBriefs in Applied Sciences and Technology: Vol. Part F1310 (pp. 41-50). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-33786-4_5. google scholar
- Hart, C. (2008). Critical discourse analysis and metaphor: toward a theoretical framework. Critical Discourse Studies, 5(2), 91-106. https://doi.org/10.1080/17405900801990058. google scholar
- Hart, C. (2017). Metaphor and intertextuality in media framings of the (1984-1985) British Miners’ strike: A multimodal analysis. Discourse & Communication, 11(1), 3-30. https://doi.org/10.1177/1750481316683291. google scholar
- Hartati, R., Panah, E. & Matsom, H. (2021). A critical discourse analysis of the use of metaphor in online car advertisements. SALTeL Journal (Southeast Asia Language Teaching and Learning), 4(2), 25-36. Retrieved October 10, 2023, from https://doi.org/10.35307/saltel.v4i2.77. google scholar
- Hesse, J. (2023). Metapher, Kontext und Kognition. Berlin/Boston: De Gruyter. google scholar
- Hünninghaus, A. & Peters, F. (2015, July 31). Mit Humor für mehr Stadtsauberkeit. KOM Magazin für Kommunikation. Retrieved October 26, 2023, from https://www.kom.de/medien/mit-humor-fuer-mehr-stadtsauberkeit/. google scholar
- Huss, T. J. (2019). Asthetik der Metapher. Bielefeld: Transcript. google scholar
- Hymes, D. (2004). Ethnography, linguistics, narrative inequality: Toward an understanding of voice. London: Taylor and Francis. google scholar
- Immoos, F. (n.d). Farben - Wahrnehmung, Assoziation, Psychoenergetik. Wilhelm Ostwald Schule. Retrieved October 26, 2023, from https://gestaltung.wilhelm-ostwald-schule.de/wp-content/uploads/2010/04/bedeutung-der-farben. pdf. google scholar
- Kalandides, A. & Gresillon, B. (2021). The ambiguities of “sustainable” Berlin. Sustainability, 13(4), 1666. https://doi.org/10.3390/su13041666. google scholar
- Kern, V. (2022, April 8). A compass to make the world a better place. Detschland.de. Retrieved October 25, 2023, from https://www.deutschland.de/en/topic/environment/germany-climate-action-national-sustainable-development-strategy. google scholar
- Kövecses, Z. (2010). Metaphor - A practical introduction - Second Edition. New York: Oxford University Press. google scholar
- Kuchina D. D. (2023). Metaphor as invective in the genre of internet commentary: A focus on German political discourse. Professional Discourse & Communication, 5(3), 61-75. (In Russ.) Retrieved October 26, 2023, from https://doi.org/10.24833/2687-0126-2023-5-3-61-75. google scholar
- Künzer, L. (2015). "Alarmstufe Rot!" oder "Alles im grünen Bereich!" - Farben im Kontext von Gefahr und Sicherheit (Doctoral dissertation). Retrieved November 04, 2023, from https://epub.uni-regensburg.de/33832/. google scholar
- Lakoff, G. (1992). The contemporary theory of metaphor. Retrieved October 10, 2023, from https://terpconnect.umd. edu/~israel/lakoff-ConTheorMetaphor.pdf. google scholar
- Lakoff, G. & Johnson, M. (2013). Metaphor we live by. London: The University of Chicago Press. google scholar
- Li, R., Yu, Y. & Chan, T. F. (2023). Motivational discourse and campaign-style mobilisation: A positive discourse analysis of language poverty alleviation discourse in China. PLoS ONE, 18(10 October). Retrieved October 24, 2023, from https://doi.org/10.1371/journal.pone.0292834. google scholar
- Malabar, F. (2020). Persuasive language in political campaign. Jambura Journal of English Teaching and Literature, 1(2), 76-88 . Retrieved October 15, 2023, from https://doi.org/10.37905/jetl.v1i2.7284. google scholar
- Mayr, A. (2008). Language and power - An introduction to institutional discourse. London and New York: Continuum. google scholar
- Migration und Integration. (n.d). Tatsachen über Deutschland. Retrieved October 15, 2023, from https://www. tatsachen-ueber-deutschland.de/de/migration-und-integration. google scholar
- Musolff, A. (2016). Political metaphor analysis. London and New York: Bloomsbury Academic. google scholar
- Navarro Ferrando, I. (2017). Conceptual metaphor types in oncology: Cognitive and communicative functions. Iberica, (34), 163-186. Retrieved November 01, 2023, from https://www.revistaiberica.org/index.php/iberica/article/view/ 149. google scholar
- OECD. (n.d). Green growth in action: Germany. Retrieved October 20. 2023, from https://www.oecd.org/greengrowth/ greengrowthinactiongermany.htm. google scholar
- Parsons, P. (2018). Conceptual metaphor theory as a foundation for communicative visualization design. IEEE VIS Workshop on Visualization for Communication (VisComm). Retrieved October 10, 2023, from https://par.nsf.gov/ biblio/10087033. google scholar
- Piccioni, S. (2023). Discourse-motivated variation in metaphor use in Spanish: The case of SPACE metaphors in popularised scientific discourse on breast cancer. International Journal of Language Studies, 17(4), 9-34. Retrieved October 06, 2023, from https://drive.google.com/file/d/1Htw1NscnyhYtj3rUL-mY_uPR0LuyrWPy/view. google scholar
- Reimer, J., Kuhn, S. & Lehmann, K. (2016). Konsumgewohnheiten und Motive von E-Zigaretten-Konsumenten in Deutschland-Eine Querschnittsanalyse. Abschlussbericht. Hamburg: Universitat Hamburg. google scholar
- Riedel, I. (2019). Die Symbolik der Farben. Lettland: Patmos Verlag. google scholar
- Romano, M. & Porto, M. D. (2018). ‘The tide, change, nobody can stop it’: Metaphor for social action. Discourse & Society, 29(6), 655-673. Retrieved October 07, 2023, from https://doi.org/10.1177/0957926518802914. google scholar
- Saubere Stadt - Lebensqualitat aktiv mitgestalten. (2023). Berliner Stadtreinigung. Retrieved October 20, 2023, from https://geschaeftsbericht.bsr.de/2022/saubere- stadt.html. google scholar
- Spangenberg, B. & Spangenberg, E. (2013). Sprachbilder und Metaphern in der Mediation. Frankfurt am Main: Wolfgang Metzner Verlag. google scholar
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