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Der Imagetransfer. Einsatz, Funktion und Wirkung von Imagetransfers zwischen Marken und berühmten Sportlern by Tschacher, Tilman

Der Imagetransfer. Einsatz, Funktion und Wirkung von Imagetransfers zwischen Marken und berühmten Sportlern

by Tilman Tschacher
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Book cover type: Paperback
  • ISBN13: 9783668333536
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 32
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 55 grams
  • BISAC Subject(s): Communication Studies

Studienarbeit aus dem Jahr 2016 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Universität Potsdam, Sprache: Deutsch, Abstract: Marken beziehen ihre Anziehungskraft nur selten durch eine nachweisbar höhere Produktqualität, vielmehr erscheint der Mehrwert gegenüber anderen Produkten eine Frage von medial vermittelten Botschaften zu sein. Die Summe dieser Botschaften kann als Markenimage bezeichnet werden. In diesem Sinne stellen auch prominente Sportler Botschaften dar, die auf eine Marke übertragen werden sollen. Doch wie funktioniert ein Imagetransfer zwischen Marken und Sportlern? Und unter welchen Bedingungen ist ein Transfer möglich? Einige Autoren gehen davon aus, dass das Image von Prominenten und die beworbene Marke zusammenpassen müssen, damit ein positiver Bedeutungstransfer gelingt. Dennoch wird in der Werbung häufig versucht, als ungesund eingestufte Produkte durch den Einsatz von prominenten Sportlern mit einem gesunden Image zu versehen. Doch lässt sich das Manko eines problematisch wirkenden Produktes durch den Einsatz von berühmten Sportlern beheben? Diese Frage soll anhand des Meaning-Transfer-Modells von McCracken (1986) am Beispiel des populären Nutella-Werbespots mit Boris Becker untersucht werden.

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