Home > Society & social sciences > Sociology & anthropology > Sociology > Altersbild in der Anzeigenwerbung: Wie hat sich das Bild der Alten vor dem Hintergrund einer alternden Gesellschaft verändert?
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Altersbild in der Anzeigenwerbung: Wie hat sich das Bild der Alten vor dem Hintergrund einer alternden Gesellschaft verändert?

Altersbild in der Anzeigenwerbung: Wie hat sich das Bild der Alten vor dem Hintergrund einer alternden Gesellschaft verändert?

          
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About the Book

Inhaltsangabe: Einleitung: Das Alter bzw. ältere Menschen stehen verstärkt im Zentrum des öffentlichen Interesses. Auslöser für die enorme mediale Präsenz der damit verbundenen Themen sind die demographischen Entwicklungen. Verfolgt man die Diskussion in den Medien, so werden häufig die negativen Folgen der 'Überalterung' beschworen, insbesondere wenn Verteilungskonflikte um die Mittel des Wohlfahrtsstaates an-gesprochen werden. Auf der anderen Seite entsteht aus Sicht der werbetreibenden Wirtschaft ein wachsender Seniorenmarkt. Häufig ist in diesem Zusammenhang von den "jungen Alten" die Rede, die das Bild der Älteren positiver erscheinen lassen. Angesichts dieser Entwicklungen wird hier im Rahmen einer zeitdiagnostischen Untersuchung das Bild der Alten in der Anzeigenwerbung analysiert. Es soll gezeigt werden, wie sich in diesem Teil der Alltagskultur das Bild der Alten vor dem Hintergrund einer alternden Gesellschaft verändert hat. Die Beantwortung dieser Frage soll anhand eines empirischen Vergleichs aktueller Werbeanzeigen mit Anzeigen aus den 60er Jahren erfolgen, um die hinter den Altersdarstellungen sichtbar werdenden Strukturen und deren Veränderung offenzulegen. Gang der Untersuchung: Um dieser Fragestellung gerecht zu werden, werden im zweiten Kapitel die für diese Untersuchung relevanten Aspekte des Alterns bestimmt. Aufgezeigt wird, daß Altern in jeder Gesellschaft ein soziales Konstrukt ist, und es werden unterschiedliche Verfahren erläutert, das Alter zu benennen und einzuteilen. Zudem werden entscheidende Punkte über Altersbild und Altersstereotype aufgezeigt, um letztendlich auf das Phänomen der "jungen" bzw. der "neuen Alten" aufmerksam zu machen. Im dritten Kapitel wird der gesellschaftliche Hintergrund, eine 'alternde' Gesellschaft, aus quantitativer Sicht mit Hilfe demographischer Daten zur Bevölkerungsentwicklung beleuchtet. Daran anschließend erfolgt eine qualitative Beschreibung des Altersstrukturwandels, um grundsätzliche gesellschaftlic


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Product Details
  • ISBN-13: 9783838612775
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 190 gr
  • ISBN-10: 3838612779
  • Publisher Date: 10 Feb 1999
  • Height: 210 mm
  • No of Pages: 136
  • Series Title: German
  • Sub Title: Wie hat sich das Bild der Alten vor dem Hintergrund einer alternden Gesellschaft verändert?
  • Width: 148 mm


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Altersbild in der Anzeigenwerbung: Wie hat sich das Bild der Alten vor dem Hintergrund einer alternden Gesellschaft verändert?
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