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Erhard LICK - Marketing et Communication

Erhard Lick

erhard.lick@esce.fr

Enseignant Chercheur en Marketing et Communication

 

 

 

Formation / Education

 

Doctorate (June 2010, Vienna University of Economics and Business, English Business Communication/Advertising)

 

Master’s degree (November 1999, University of Vienna, French/American Studies)

 

Master’s degree (June 1994, Vienna University of Economics and Business, Commerce)

 

Enseignements et Recherche / Teaching and Research

►Activités pédagogiques / Teaching activities

 

Marketing Research and Consumer Behavior (2nd year)

 

Integrated Marketing Communications (4th year)

 

Autres responsabilités pédagogiques à l’ESCE

 

Supervisor of master’s theses (5th year)

 

►Thématiques de recherche / Research Areas

 

International marketing communications, branding, multimodality, applied linguistics, critical discourse analysis

 

Publications et autres contributions intellectuelles / Publications

►Revues académiques / Academic journals

 

Lick, Erhard (forthcoming): “Print advertising in anglophone and francophone Canada

from a critical discourse analytical point of view: Establishing different relations between the producer and viewer of advertisement images”. In: Visual Communication.

 

Lick, Erhard (forthcoming): “Multimodality in Canadian print advertising: different

functional connections between headlines and visual texts of advertisements in

English and French consumer magazines”. In: Semiotica.

 

König, Bettina and Erhard Lick (forthcoming): “Wine Labels in Austrian Food

RetailStores: A Semiotic Analysis of Multimodal Red Wine Labels”. In: Semiotica.

 

Lick, Erhard and Holger Wochele (2012): “Croque McDo, CBO and Donut

zucchero: a contrastive analysis of product names offered by fast food restaurants in European countries”. In: Reina Boerrigter and Harm Nijboer (eds.): Proceedings of the International Symposium Names in the Economy III: Names as language and capital. Meertens Intituut, Amsterdam, Netherlands.

 

Kuhn, Julia and Erhard Lick (2009): “Advertising to Canada’s Official Language

Groups: a Comparative Critical Discourse Analysis”. In: Semiotica, Issue 176, 165-176.

 

Lick, Erhard and Holger Wochele (2008): “Kentucky Fried Chicken vs. Poulet

Frit Kentucky: Product naming strategies of fast food restaurants in Anglophone

and Francophone Canada”. In: Onoma, Vol. 43, 91-113.

 

► Ouvrages et chapitres d’ouvrage/Books and book chapters

 

Lick, Erhard (2010): “The myth of cultural differences between English and

French Canada”. In: Armin Kammel, Erhard Lick, and Govind Rao, eds.: Themes in Canadian Studies from an Austrian perspective. Berlin, etc.: LIT.

 

Janous, Gerald, Tuulia Ortner, and Erhard Lick (2009): ELST (English Language

Skills Test). Mödling: Schuhfried.

 

 

► Communications de colloques, séminaires et conférences / Conferences

 

Lick, Erhard (2013): “Visual rhetorical figures in Canadian advertising: different

approaches applied in anglophone and francophone consumer magazines”. 3ème conférence annuelle d’ATLAS/AFMI Association Francophone de Management International, Montréal/Canada.

 

Cavicchi, Alessio, Benoît Lecat, Erhard Lick, Alberto Moreno-Melgarejo, Christina

Santini, and Albert Stoeckl (2012): “The drink driving dilemma in connection

with food & wine events: a cross-national evaluation of best-practice solutions

from different stakeholders’ points of view”. International Conference on

Innovation and Trends in Wine Management. Burgundy School of

Business, Dijon, France.

 

Lick, Erhard and Bettina König (2012): “Austrian red wine labels in retail stores: a

semiotic analysis“. International Symposium Names in the Economy IV,

Turku/Finland.

 

Lick, Erhard (2009): “Different semiotic strategies applied in the consumer magazines

Chatelaine and Châtelaine to construct English and French Canadian identities”. World Seminar on Canada, Ottawa, Canada.

 

Ortner, M. Tuulia, Gerald Janous, and Erhard Lick (2009): ”Ein neuer Test zur Erfassung von Englischkenntnissen zur Eignungsanforderung“. 6. Tagung der Fachgruppe Arbeits- und Organisationspsychologie der Deutschen Gesellschaft für Psychologie, Vienna, Austria.

 

Lick, Erhard and Holger Wochele (2009): “Croque McDo, CBO, and Donut zucchero:

a contrastive analysis of product names offered by fast food restaurants in European countries”. Paper given at the International Symposium Names in the Economy III: Names as language and capital. Meertens Intituut, Amsterdam, Netherlands.

 

Lick, Erhard and Holger Wochele (2008): “Kentucky Fried Chicken vs. Poulet Frit

Kentucky. Anglophone and Francophone Canada: The Strategies Pursued by Fast Food Restaurants for Naming their Products”. Paper given at the 23rd International Congress of Onomastic Sciences, York University, Toronto, Canada.

 

Lick, Erhard and Julia Kuhn (2007): “Advertising to Canada’s Official Language

Groups: Standardization or Adaptation? A Critical Discourse Analysis”. Paper given at Quebec at the Dawn of the New Millennium: Between Tradition and Modernity, University of North Texas, Denton, USA.

 

Lick, Erhard (2006): “Discursive Construction of Different Identities in Bilingual

Canada: Advertising as a Means of Reproducing Identity”. Paper given at Southern Association for Canadian Studies 2006 Biennial Conference, Atlanta, USA.

 

Lick, Erhard (2006): “Marketing Communications Strategies: A Comparison between

English and French Consumer Magazines in Canada”. Paper given at 3rd Conference of Young Researchers in Canadian Studies in German Speaking Countries, Vienna, Austria.

 

Lick, Erhard (2005): “Advertising in Bilingual Canada: Different Semiotic

Approaches”. Paper given at 36th Annual Conference of the Association for Applied Linguistics (GAL), Koblenz, Germany.

Activités scientifiques / Service to the profession

► Membres d’associations scientifiques / Scientific associations membership

 

Chairman of the Scientific Board of the Austrian Canadian Society

 

► Rapporteur/referee auprès de revues académiques / Reviewer

 

Reviewer for Hermes – Journal of Language and Communication in Business

Parcours professionnel / Former positions

 

 

2010-2011

 

 

 

2008-2011

 

 

Fachhochschul-Studiengänge Burgenland, University of Applied

Sciences: English Business Communication and Business Administration, Assistant Professor

 

Vienna University of Economics and Business as well as FHW Wien, University of Applied Sciences: English Business Communication and International Marketing Management, Adjunct Lecturer

 

2004-2008

Institute for English Business Communication, Vienna University of Economics and Business, postgraduate research assistant

 

1998-2004

FHW Wien, University of Applied Sciences; degree programs Finance, Accountancy & Taxation and Marketing & Sales, Vienna

Head of English Business Communication Program

 

 

Mis à jour le / last updated October 2013