Gestaltung von Bild, Text und Ton in der Werbung: Kritische Studie im Hinblick auf die angestrebte Kommunikationswirkung
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Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: Abkürzungsverzeichnis Abbildungsverzeichnis 1.Einleitung1 1.1Problemstellung1 1.2Abgrenzung und Ablauf der Arbeit3 2.Grundlegende Zusammenhänge im Werbewirkungsproze 4 2.1S-O-R Modell4 2.1.1Verbindung zwischen S-O-R Modell und Laswell Formel4 2.1.2Kennzeichnung der Stimuli aufgrund der Laswell Formel6 2.2.Psychologische Determinanten im Werbewirkungsproze 10 2.2.1Emotionen 10 2.2.2Motivation12 2.2.3Einstellung12 2.2.4Wahrnehmungsprozesse14 2.2.4.1Visuelle und sprachliche Wahrnehmung 14 2.2.4.2Farbwahrnehmung16 2.2.5Lern- und Denkprozesse18 2.3Soziale Determinanten im Werbewirkungsproze 23 2.3.1Die nähere Umwelt des Konsumenten 24 2.3.2Die weitere Umwelt des Konsumenten25 3.Reale Gestaltung von Anzeigen27 3.1Anzeige Beispiel 1: Werbung für Haarfärbemittel Aloxxi Chroma von Nexxus27 3.2Anzeige Beispiel 2: Werbung für Strumpfhosen von Kunert30 3.3Anzeige Beispiel 3: Werbung für Zahnpasta von Kingfisher 33 3.4Anzeige Beispiel 4: Werbung für Mobiltelefone von Motorola36 3.5Anzeige Beispiel 5: Werbung für Sonnenschutzmittel von Lancaster 38 3.6Anzeige Beispiel 6: Titelbild der Zeitschrift Mahjubah 40 3.7Anzeige Beispiel 7: Werbung für Campari von Campari GmbH43 3.8Anzeige Beispiel 8: Werbung für das Parfüm Eden von Cacharel46 4.Reale Gestaltung von Werbespots51 4.1.Gestaltung von Fernsehwerbespots am Beispiel von Icestelli-Eiscreme der Iglo-Langese-GmbH51 4.1.1Einschätzung51 4.1.2Beschreibung51 4.1.3Weiterentwicklung 54 4.1.4Storyboard56 4.2Gestaltung von Kinowerbespots am Beispiel von Campari der Campari GmbH 61 4.2.1Beschreibung 61 4.2.2Einschätzung 65 4.2.3Storyboard67 5.Entwicklungsperspektiven76 Anhang78 Literaturverzeichnis89 Ehrenwörtliche Erklärung93 Bei Interesse senden wir Ihnen gerne kostenlos und unverbindlich die Einleitung und einige Seiten der Studie als Textprobe zu. Bitte fordern Sie die Unterlagen unter agentur@diplom.de, per Fax unter 040-655 99 222 oder telefonisch unter 040-655 99 20 an.
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