Werbung in der Marktwirtschaft: Methoden der Fernsehwerbung und deren ethische Reflexion
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Studienarbeit aus dem Jahr 1982 im Fachbereich Medien / Kommunikation - Medienethik, Note: 2,0, Eberhard-Karls-Universität Tübingen (Katholisch-Theologische Fakultät), Veranstaltung: Manipulation und Fernsehen, Sprache: Deutsch, Abstract: Marktwirtschaft ist ohne Werbung kaum vorstellbar. Denn Werbung ist für den Absatz von Waren und Dienstleistungen in einem funktionierenden Markt zur Transparenz notwendig. Während diese Informationsfunktion der Werbung weitgehend zugestanden wird, gerät hingegen die so genannte Suggestionswerbung immer häufiger in den Mittelpunkt der öffentlichen Kritik. Sie belässt es nicht beim Informieren, sondern versucht, Konsumenten unterschwellig zu beeinflussen. Durch emotionale Ansprache des Verbrauchers wird ein Bedarf geweckt und zum Kauf motiviert. Falls sich der Konsument der suggestiven Wirkung überhaupt bewusst wird, fühlt er sich manipuliert und empfindet die Verführung zum Kaufen als Konsumzwang. Besonders wirkungsvoll gelingt Suggestionswerbung als Fernsehwerbung in Form des Werbespots mit seinen facettenreichen Kommunikationsmöglichkeiten. In einer empirischen Auswertung von TV-Spots vor der Einführung des deutschen Privatfernsehens in Deutschland werden die Methoden der Fernsehwerbung analysiert und deren besonderen Effekte identifiziert. So werden gezielt Elemente aus dem Bereich der Sprache eingesetzt oder es wird mit emotionalem Druck gearbeitet oder es werden sogar sozialpsychologische Erwartungen geweckt. Bei der stark gefühlsmä igen Vermittlung von zumeist einfachen Werbebotschaften werden zahlreiche werbepsychologische Techniken manipulativ angewendet. Nach ausführlicher Analyse erfolgt eine ethische bzw. sozialkritische Einordnung der Werbung. Das Werbefernsehen fasziniert die Menschen, weil ihnen dort insgeheim die Erfüllung von Sehnsüchten und Hoffnungen versprochen wird. Gerade an diesen emotionalen Aspekten macht sich die Kritik an der Manipulation durch die Suggestionswerbung fest, die oft am Rande der Wahrheit
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