Textsorten der Unternehmenskommunikation aus kontrastiv-textologischer Perspektive. Eine Untersuchung der Aktionärsbriefe und Einstiegseiten der deutschen und italienischen Banken

The study examines letters to shareholders and initial homepages of the ten biggest German and the ten biggest Italian banks. The corpus consists of 60 shareholders´ letters for the business years 2009-2011, 20 homepages and an additional corpus of other texts, published partly in previous business years or in other languages (English, French, Croatian). These texts are analyzed from the perspective of contrastive textology. The main aims of the research are to contribute to the contrastive analysis of economic and commercial tests in German and Italian, as yet little studied from the textological point of view. Furthermore, the study aims to expand the methodology of the contrastive textology adapting it to the new, changed conditions of text production and text reception. For this purpose, it develops a new methodological approach allowing multidimensional analysis of texts, called the Holistic Model of Contrastive Textology. The Model takes into consideration pragmatic-communicative, thematic, structural, linguistic as well as semiotic aspects of texts. In addition, it investigates the level of standardization and of diffusion of the analyzed text types in single languages and the question of the impact of cultural standards on verbal and visual text characteristics.