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Schockierende Werbung. Wesen und Wirkungsweise by Trojan, Agnes

Schockierende Werbung. Wesen und Wirkungsweise

by Agnes Trojan
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Book cover type: Paperback
  • ISBN13: 9783638648523
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 32
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 50 grams
  • BISAC Subject(s): Marketing / General

Forschungsarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Freie Universit�t Berlin (Marketing), Veranstaltung: K�uferverhalten, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist eine systematische Erl�uterung des Wesens und der Wirkungsweise schockierender Werbung. Provozierende Bilder waren schon immer Bestand der Werbung. Eine ernste Auseinandersetzung mit dieser Art von Werbung ist allerdings erst Anfang der 90er Jahre ausgebrochen. Die schockierende Benetton-Kampagne von 1990/91 l�ste in der Werbebranche so viel Aufmerksamkeit aus, wie dies schon seit langem keinem Unternehmen mehr gelungen ist. Bevor das Wesen schockierender Werbung erl�utert wird, soll der Begriff "schockieren" dargelegt werden. Dabei wird der Versuch unternommen, die verwandten Begriffe Provokation und Irritation davon abzugrenzen. Im Kapitel drei soll die Wirkungsweise schockierender Werbung beschrieben werden. Einen Einstieg dazu liefert die Aktivierungstheorie, wobei Emotionen einen festen Bestandteil dieser Theorie bilden. Die emotionale Reizung ist die Grundlage schockierender Werbung. Dieser Zusammenhang wird theoretisch und anhand empirischer Studien im Rahmen dieser Arbeit erl�utert. Um das Thema zu vervollst�ndigen sollen auch Grenzen schockierender Werbung beschrieben werden. Dabei werden der gesetzliche Rahmen, sowie moralische Werte und Normen untersucht. Diese Arbeit verfolgt die Fragestellung was schockierende Werbung ist, wie sie wirkt und wie es zu dieser Entwicklung in der Werbebranche gekommen ist. Abschlie end wird kritisch untersucht, welchen Nutzen die schockierende Werbung f�r die Unternehmen stiftet.

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