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Echte und unechte Synästhesien. Erkenntnisse für die Produkt- und Kommunikationsgestaltung by Lange, Juliane

Echte und unechte Synästhesien. Erkenntnisse für die Produkt- und Kommunikationsgestaltung

by Juliane Lange
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Book cover type: Paperback
  • ISBN13: 9783656557593
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 152
  • Original Price: USD 67.5
  • Language: German
  • Edition: N/A
  • Item Weight: 209 grams
  • BISAC Subject(s): Communication Studies

Masterarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Hochschule Harz Hochschule für angewandte Wissenschaften, Veranstaltung: Neuromarketing, Sprache: Deutsch, Abstract: Nicht alle Sinne lassen sich über jeden Werbekanal abbilden. Aber sie lassen sich ersetzen - durch den sinnvollen Einsatz gelernter Assoziationsbilder. Die vorliegende Arbeit beschäftigt sich mit dem multisensualen Zusammenspiel einzelner Produktmerkmale und betrachtet hierzu zahlreiche Produkte aus der Praxis, denn nicht immer sind die Implementierungen erfolgreich, einige Akzeptanzprobleme sind vorhersehbar und manche Fehler lassen sich durch eingehende Analysen vermeiden. Dafür ist v.a. die Kenntnis synästhetischer Effekte erforderlich, die umfassend von verschiedenen Seiten theoretisch und praxisnah anhand von Beispielen aus der Werbewelt beleuchtet werden. Was sind Synästhesien und wie lassen sich synästhetische Effekte für die Marketingpraxis nutzen? Die einzelnen Sinnesmodalitäten sowie deren Zusammenspiel werden umfassend, auch unter neuroökonomischen Gesichtspunkten, beleuchtet. Im zweiten Hauptteil der Arbeit findet sich zudem eine umfangreiche, eigenständig unter Zuhilfenahme der einschlägigen Literatur erarbeitete Abhandlung über Farben, Farbwirkungen und deren Bedeutung für die Marketingpraxis. Zahlreiche Praxisbeispiele runden die Arbeit ab.

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