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Emotionen in der Werbung nach aktuellen werbe-psychologischen Erkenntnissen: Eine kritische Evaluation des Analysemodells von Erika Woll zu Erlebnisse by Anonymous

Emotionen in der Werbung nach aktuellen werbe-psychologischen Erkenntnissen: Eine kritische Evaluation des Analysemodells von Erika Woll zu Erlebnisse

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783668369771
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 128
  • Original Price: USD 67.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 177 grams
  • BISAC Subject(s): Sociology / General

Bachelorarbeit aus dem Jahr 2014 im Fachbereich Soziologie - Konsum und Werbung, Note: 1,3, Sprache: Deutsch, Abstract: Ziel der vorliegenden Arbeit ist es, den bereits veralteten Ansatz der Autorin kritisch zu überprüfen, den heutigen Erkenntnissen und Rahmenbedingungen anzupassen sowie einen aktualisierten Ansatz zur Analyse emotionaler Printwerbung herauszuarbeiten. Im Gegensatz zu dem bereits bestehenden Ansatz sollen im Rahmen dieser Arbeit jedoch sowohl darstellende als auch auslösende Emotionen betrachtet werden. Zur Annäherung an das Thema wird in der vorliegenden Arbeit damit begonnen, aktuelle Rahmenbedingungen des Kommunikationswettbewerbs, welche einen erheblichen Einfluss auf die Kommunikation von Unternehmen aufweisen, darzustellen. Im Anschluss werden die daraus resultierenden Auswirkungen auf den Kommunikationswettbewerb sowie die immer häufiger auftretende Austauschbarkeit der Werbeauftritte diskutiert. Es folgt eine theoretische Einführung in das Thema Emotionen. Hierbei werden sowohl der Begriff des emotionalen Werbeinhalts und dessen Funktionen, als auch die Bedeutung und Wirkung emotionaler Kommunikationsinhalte - sowohl aus Sicht der Persuasionsforschung als auch aus marketingstrategischer Sicht - untersucht. Nachfolgend beschäftigt sich die Arbeit dann mit den emotionspsychologischen Grundlagen, welche für eine effiziente und zuverlässige Analyse emotionaler Werbebotschaften zwingend berücksichtigt werden müssen. Hierbei erfolgt zunächst eine Definition von Emotionen als Forschungsgegenstand, gefolgt von einer Vorstellung relevanter Emotionstheorien. Des Weiteren werden verschiedene Methoden zur Messung von Emotionen aufgezeigt, welche im Folgenden von gro er Bedeutung sind. Anschlie end wird die von Woll entwickelte und innerhalb der Arbeit adaptierte Methode zur Erfassung emotionaler Kommunikationsinhalte vorgestellt. In diesem Zusammenhang wird die verbale Kommunikation von Emotionen in der Printwerbung untersucht, während sich das

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