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Adbusting: Methoden, Techniken und Wirkung der Entstellung von Werbecodes

Adbusting: Methoden, Techniken und Wirkung der Entstellung von Werbecodes

          
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About the Book

'Ist die beste Subversion nicht die, Codes zu entstellen, statt sie zu zerstören?' Dieser Satz von Roland Barthes bringt auf den Punkt, was Adbusting bzw. Culture Jamming macht: Codes entstellen, speziell die Codes der Werbung. Werbeanzeigen stellen mittlerweile 'bildgestützte soziale Handlungsanleitungen im Feld der Lebensstile dar'. Kritiker sprechen von einer Kolonisation des öffentlichen Raums durch den Konsumkapitalismus. Manche lehnen sich dagegen auf, indem sie die Werbung, die ihnen begegnet, verfremden und so ihre Kritik an dieser Kolonisation zum Ausdruck bringen; oder aber ihre Kritik am speziellen Unternehmen, dessen Werbung sie verändern. Diese Technik hat den Namen Adbusting. Und dieser Technik widmet sich diese Arbeit - also dem gezielten Verändern von Werbung und der Kreierung von Antiwerbung. Es wird auf die Methoden und Techniken des Adbustings (bzw. des Culture Jammings) sowie seine Praxisformen eingegangen. Die Rezeption und Wirkung von Adbusting, bzw. auch die Nebenwirkungen und die Vereinnahmung durch jene, die damit kritisiert werden, werden untersucht. Dadurch wird deutlich, wie Adbusting funktioniert und wirkt, und wie die Aufmerksamkeit und Lenkung, die die Adbusting-Produktion erreichen will, erreicht werden kann oder auch nicht. Erkenntnisse aus dem literaturbasierten Teil werden durch die Analyse von Adbusting-Beispielen ergänzt: Ein von Attac erstelltes Subvertising in Lidl-Prospekt-Werbeaufmachung, das 'Absolute-End' Adbusting der Adbusters Media Foundation zu Absolut Vodka, sowie das "Arm-sein-ist-geil" Adbusting zur Agenda 2010 in Deutschland werden unter die Lupe genommen. Anhand der Beispiele soll beantwortet werden, wie eine solche Art des Culture Jamming wirken kann: Regt sie die Rezipienten dazu an, tatsächlich über die Produktionsbedingungen billiger Produkte stärker nachzudenken und damit zu kritischeren Konsumenten zu werden, oder hat diese Art der Imitation bzw. Abänderung von Werbung letzten Endes vielleicht nur die selbe W
About the Author: Regina Kriechhammer wurde 1987 in Salzburg geboren. Sie studierte Politikwissenschaft in Wien und Innsbruck, Publizistik- und Kommunikationswissenschaft an der Universität Wien und Umwelt- & Bioressourcenmanagement an der Universität für Bodenkultur in Wien. Ihren Schwerpunkt legte sie dabei unter anderem auf Marktkommunikation bzw. Marketing innerhalb dieser Bereiche.


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Product Details
  • ISBN-13: 9783863412845
  • Publisher: Bachelor + Master Publishing
  • Publisher Imprint: Bachelor + Master Publishing
  • Height: 210 mm
  • No of Pages: 40
  • Series Title: German
  • Sub Title: Methoden, Techniken und Wirkung der Entstellung von Werbecodes
  • Width: 148 mm
  • ISBN-10: 3863412842
  • Publisher Date: 06 Aug 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 63 gr


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