Schockierende Werbung. Wesen und Wirkungsweise - Bookswagon
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Schockierende Werbung. Wesen und Wirkungsweise

Schockierende Werbung. Wesen und Wirkungsweise


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About the Book

Forschungsarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Freie Universität Berlin (Marketing), Veranstaltung: Käuferverhalten, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist eine systematische Erläuterung des Wesens und der Wirkungsweise schockierender Werbung. Provozierende Bilder waren schon immer Bestand der Werbung. Eine ernste Auseinandersetzung mit dieser Art von Werbung ist allerdings erst Anfang der 90er Jahre ausgebrochen. Die schockierende Benetton-Kampagne von 1990/91 löste in der Werbebranche so viel Aufmerksamkeit aus, wie dies schon seit langem keinem Unternehmen mehr gelungen ist. Bevor das Wesen schockierender Werbung erläutert wird, soll der Begriff "schockieren" dargelegt werden. Dabei wird der Versuch unternommen, die verwandten Begriffe Provokation und Irritation davon abzugrenzen. Im Kapitel drei soll die Wirkungsweise schockierender Werbung beschrieben werden. Einen Einstieg dazu liefert die Aktivierungstheorie, wobei Emotionen einen festen Bestandteil dieser Theorie bilden. Die emotionale Reizung ist die Grundlage schockierender Werbung. Dieser Zusammenhang wird theoretisch und anhand empirischer Studien im Rahmen dieser Arbeit erläutert. Um das Thema zu vervollständigen sollen auch Grenzen schockierender Werbung beschrieben werden. Dabei werden der gesetzliche Rahmen, sowie moralische Werte und Normen untersucht. Diese Arbeit verfolgt die Fragestellung was schockierende Werbung ist, wie sie wirkt und wie es zu dieser Entwicklung in der Werbebranche gekommen ist. Abschließend wird kritisch untersucht, welchen Nutzen die schockierende Werbung für die Unternehmen stiftet.


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Product Details
  • ISBN-13: 9783638648523
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3638648524
  • Publisher Date: 04 Jul 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 100 gr


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Schockierende Werbung. Wesen und Wirkungsweise
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