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Werbestrategien und symbolischer Interaktionismus by Kolbe, Andreas

Werbestrategien und symbolischer Interaktionismus

by Andreas Kolbe
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Book cover type: Paperback
  • ISBN13: 9783638640459
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 52
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 82 grams
  • BISAC Subject(s): Sociology / General

Studienarbeit aus dem Jahr 2002 im Fachbereich Soziologie - Medien, Kunst, Musik, Note: 2,0, Humboldt-Universität zu Berlin (Institut für Sozialwissenschaften), Veranstaltung: Seminar: Kultur und Konsum, Sprache: Deutsch, Abstract: Die vorliegende Arbeit beschäftigt sich mit der Wirkung von Werbestrategien auf das Konsumverhalten, unter der Berücksichtigung einer Vorausetzung: der Gültigkeit der Prämissen des symbolischen Interaktionismus. Als allgemeine Definition für diese Arbeit bezeichnet Werbung eine "absichtliche Form der Beeinflussung zum Zwecke der Absatzförderung." Konsumverhalten wird als ein Teilbereich der Konsumsoziologie verstanden, als "Verhalten der Käufer beim Erwerb von Gütern [..]. Hierzu gehören die durch Werbung geweckten Wünsche ebenso wie die Wahl eines Kaufhauses, die Auswahl des Kaufobjekts, die Kaufentscheidung, die Art der Bezahlung etc." Konsumverhalten ist Bestandteil des sozialen Handelns. Ein sehr bedeutsames Handlungs- und Interaktionskonzept in der modernen Soziologie ist die auf G.H. Mead zurückgehende Theorie der symbolischen Interaktion, auch genannt symbolischer Interaktionismus. Der Ansatz beschäftigt sich mit dem auf Dinge ausgerichteten Verhalten. Somit handelt das Individuum in Bezug auf Dinge und Objekte. Dinge können Gegenstände, aber auch Individuen sein. "Zu den Objekten ist alles zu zählen, was angezeigt werden kann, alles, auf das man hinweisen kann oder auf das man sich beziehen kann - eine Wolke, ein Buch [..]." Anhand der drei Prämissen des symbolischen Interaktionismus geht diese Arbeit nun der spannenden Frage nach, ob die verschiedenen Werbestrategien und Techniken im Rahmen der Annahme einer Gültigkeit der Theorie der symbolischen Interaktion Erfolg versprechend sind. "Von erfolgreicher Werbung kann nur dann gesprochen werden, wenn der Rezipient im Sinne des Senders sein Verhalten ändert."

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