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Anwendungsmöglichkeiten und Grenzen der Nutzung von Furchtappellen in der Werbung by Riedel, Florian

Anwendungsmöglichkeiten und Grenzen der Nutzung von Furchtappellen in der Werbung

by Florian Riedel
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Book cover type: Paperback
  • ISBN13: 9783656992882
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Examicus Verlag
  • Publisher Imprint: Examicus Verlag
  • Publication Date:
  • Pages: 32
  • Original Price: GBP 28.5
  • Language: German
  • Edition: N/A
  • Item Weight: 55 grams
  • BISAC Subject(s): Communication Studies

Studienarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1.3, Universität Bayreuth, Sprache: Deutsch, Abstract: Mit den beiden Begriffen "Furchappell" und "Werbung" werden in der Themenstellung zwei Bereiche miteinander verbunden, die auf den ersten Blick nicht zueinander zu passen scheinen, assoziiert man mit Werbung in der Regel doch eher positive Motive wie Glück, Liebe oder Freundschaft, denn furchtauslösende Warnungen vor Bedrohungen. Doch der Einsatz von Furchappellen in der Werbung ist wohl kalkuliert: Zunächst möchte man die Aufmerksamkeit des Rezipienten erreichen, anschlie end soll der Empfänger motiviert werden, sich vor der beschriebenen Gefahr durch den Kauf der beworbenen Absatzleistung zu schützen. Dieses an sich einfache Kalkül wird allerdings nur dann aufgehen, wenn bestimmte Erkenntnisse aus der Furchappelltheorie berücksichtigt werden. So steigt z. B. die Überzeugungskraft eines Furchtappells nicht automatisch mit zunehmender induzierter Furcht an und die Reaktion des Empfängers wird sich überhaupt nur dann in eine gewünschte Richtung kanalisieren lassen, wenn der Furchtappell mit einer Handlungsempfehlung verbunden ist.

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