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Werbung in der Medienforschung by Palatai, Irina

Werbung in der Medienforschung

by Irina Palatai
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Book cover type: Paperback
  • ISBN13: 9783668085046
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 48
  • Original Price: USD 39.5
  • Language: German
  • Edition: N/A
  • Item Weight: 73 grams
  • BISAC Subject(s): Communication Studies

Bachelorarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Forschung und Studien, Note: 2,0, Universität Paderborn, Veranstaltung: Medienpädagogik, Sprache: Deutsch, Abstract: Über den Einfluss und die Macht der Werbung diskutieren Wissenschaftlerinnen und Wissenschaftler seit vielen Jahren. Die einen schreiben der Werbung eine manipulative Macht zu, die ausgeübt wird, ohne dass es dem Rezipienten bewusst ist. Sie soll zu Kaufhandlungen verleiten, die ohne ihren Einsatz nicht durchgeführt worden wären. Es gibt jedoch auch die Gegenposition, welche dem einzelnen Individuum viel Kritikfähigkeit und sogar Macht über die Medien zuspricht. Wie viel Macht Werbung auf den Rezipienten ausüben kann, soll im Folgenden näher betrachtet werden. Der Erfolg einer Werbung kann nur bedingt gemessen werden. Die Verkaufszahlen allein können nicht wiedergeben, ob die Umsatzsteigerung durch die Werbung bedingt ist oder, ob die Qualität des Produkts oder der allgemeine gesellschaftliche Trend für den Erfolg einer Marke verantwortlich sind. Zudem sollen mit einer Werbung neben dem Verkauf des Produktes meist auch weitere Ziele, wie die Steigerung des Bekanntheitsgrades der Marke, erreicht werden. Der Werbetreibende bekommt in der Regel keine Rückkopplung von dem Empfänger der Werbung und kann sich nicht darauf verlassen, dass die Werbebotschaft wie beabsichtigt aufgenommen wurde. Mit der Frage, wie man potentielle Kunden so beeinflusst, dass sie sich neben der immensen Konkurrenz für das eigene Produkt und die eigene Marke entscheiden, beschäftigen sich Marketingexperten seit langer Zeit, jedoch scheint es dafür keine allgemeingültige Antwort zu geben. Die zunehmende Sättigung der Märkte lässt Werbung fortwährend wichtiger erscheinen. Rationale Argumentation scheint dabei jedoch nicht mehr zu funktionieren, da viele Produkte in ihrer Qualität austauschbar geworden sind. So wird zunehmend versucht den Kunden auf emotionaler Ebene zu erreichen. Durch Suggestion wird versu

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