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Apples "Shot on iPhone" Kampagne. Wie Apple sich und das iPhone in einer weltweiten Foto-Kampagne präsentiert

Apples "Shot on iPhone" Kampagne. Wie Apple sich und das iPhone in einer weltweiten Foto-Kampagne präsentiert

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Martin-Luther-Universität Halle-Wittenberg, Veranstaltung: Medienanalyse, Sprache: Deutsch, Abstract: Im März 2015 startete Apple auf seiner Homepage eine "Shot on iPhone 6" betitelte Galerie mit Fotos, welche von iPhone-Nutzern weltweit aufgenommen wurden. Kurz darauf wurde die Kampagne auf Werbetafeln, Zeitschriften und Magazine ausgeweitet, um die zunehmend vorherrschende Rolle des iPhones in der Welt der Fotografie zu unterstreichen. Im Zentrum stand dabei die Idee, dass jeder mit einem iPhone großartige Fotos aufnehmen kann, nicht nur professionelle Fotografen. Die Anzeigen auf Wolkenkratzern, Werbetafeln, Haltestellen und Flughäfen zeigten dabei lediglich jeweils ein Foto und den Schriftzug "Shot on iPhone 6". Zu Beginn zeigte die Kampagne Fotos von 77 Fotografen in 73 Städten über 25 Länder weltweit. Nach der überwiegend auf Landschaften fokussierten ersten Auflage der Kampagne erschienen mit dem Nachfolgemodell iPhone 6s zwei weitere Auflagen mit den Schwerpunkten auf Menschen und Farben. Außerdem gibt es seit Juni 2015 15-sekündige Fernseh-Werbespots mit inhaltlich ähnlichen Videos, welche mit einem iPhone aufgenommen wurden. 2015 gewann Apple für die "Shot on iPhone" Kampagne den Hauptpreis in der Outdoor Lions Kategorie auf dem Cannes Grand Prix Festival, einem Contest für Open-Air-Anzeigen. Aufgrund des Erfolgs und der positiven Rezeption der "Shot on iPhone" Kampagne soll diese näher bezüglich Aufbau, Inhalt und Intention untersucht werden. Dabei soll geklärt werden wie Apple sich und das iPhone weltweit mit dieser Foto-Kampagne präsentiert. Dazu werden zuerst die Web-Version der Kampagne und darauf die Entstehung sowie der gemeinsame Rahmen der Foto- Kampagne untersucht. Die drei einzelnen Auflagen der Foto-Kampagne und damit die Fotos selbst werden in chronologischer Reihenfolge getrennt untersucht. Darauf folgt eine


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Product Details
  • ISBN-13: 9783668933484
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668933480
  • Publisher Date: 27 Mar 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 59 gr


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Apples "Shot on iPhone" Kampagne. Wie Apple sich und das iPhone in einer weltweiten Foto-Kampagne präsentiert
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