Die Verfremdung Der Werbung: Eine Analyse Zum Zustand Des Werbewirtschaftssystems
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F�r viele Berufst�tige, besonders in nicht naturwissenschaftlichen Arbeitsbereichen, ist das berufsbegleitende Erstellen einer Dissertation in der Regel ein nicht realisierbares Unterfangen. Innovative Unternehmungen, die die Notwendigkeit der Interaktion mit den Wissenschaften erkannt haben und am Wissenschaftstransfer interessierten Mitarbeitern dazu eine M�glichkeit bieten, sind noch rar. Dies gilt besonders f�r die Werbe branche. Auch bedarf es einer Universit�t und vor allem eines betreuenden Professors, der die Empirie nicht nur als ein Mittel zur Falsifizierbarkeit oder Verifizierbarkeit von wissen- schaftlichen Aussagen betrachtet, sondern Beobachtungen aus der Praxis und theoretische �berlegungen integriert. Auch dies findet man heute noch selten. Ich hatte das Gl�ck, beide Anforderungen der vorliegenden Arbeit zugrunde legen zu k�n- nen. Anderenfalls h�tte ich sie vielleicht nie schreiben k�nnen. Ich bin zu gro em Dank verpflichtet. Ich danke Herrn Prof. Dr. Siegfried 1. Schmidt f�r seine stets ver- st�ndnisvolle Hilfe - auch in festgefahrenen Situationen. Ohne seine konstruktive Beratung und Betreuung h�tte die Arbeit nicht diesen schnellen Abschlu gefunden. Ich danke der Werbeagentur Michael Conrad & Leo Burnett f�r ihre Innovationsbereitschaft und f�r ein Arbeitsmodell, das es mir erst erm�glichte, Dissertation und berufliche T�tigkeit zu verei- nen. Frau Dr. Brigitte Spie danke ich f�r die wertvollen Impulse in den zahlreichen Gespr�chen. Herrn Prof. Dr. Gerold Ungeheuer und Herrn Prof. Dr. Johann G. Juchem danke ich f�r ihre au ergew�hnlichen Vorlesungen und Seminare, in denen ich das erste Mal konstruktivistisch orientierte �berlegungen erfuhr.
Der Autor promovierte bei Professor S. J. Schmidt an der Universität Siegen. Er ist Geschäftsführer der Werbeagentur Michael Conrad & Leo Burnett/Frankfurt, Geschäftsbereich: Neue Kommunikationsformen.
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