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Asthetik Der Leisen Tone: Die Visuelle Vorstellungswelt Westdeutscher Verlage in Der Buchwerbung Der 1950er Jahre

Asthetik Der Leisen Tone: Die Visuelle Vorstellungswelt Westdeutscher Verlage in Der Buchwerbung Der 1950er Jahre

          
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About the Book

Asthetik und Visualisierungen einer Epoche sagen oft mehr uber ihre Gesellschaft und Kultur aus als manche schriftliche Quellen. Buchwerbung macht da keine Ausnahme. Im Fokus der Untersuchung von Malva Kemnitz steht die Werbung westdeutscher Verlage in den 1950er Jahren. Da Verlagsprospekte zu dieser Zeit das herausragende Werbemittel der Buchbranche waren, das sich direkt an die Leser und damit an die Endkunden richtete, werden die Werbestrategien der Verlage anhand der Covergestaltung ihrer Prospekte analysiert. Unter Berucksichtigung bis dato unerforschter Bildquellen des Deutschen Literaturarchivs Marbach werden Produktionsbedingungen, Inhalt und Rezeption ausfuhrlich untersucht. Dabei steht die zentrale Frage nach der Vorstellungswelt der Verlage, ihren Leitbildern, Botschaften und Motiven in einer Dekade des Umbruchs zwischen Nachkriegs- und Massenkonsumgesellschaft im Mittelpunkt der Betrachtung. Die Verbindung quantitativer Ansatze der Inhaltsanalyse mit qualitativen Ansatzen der visual history eroffnet ein genaueres Verstandnis der Verflechtung einer meinungsbildenden Gruppe wie der Verlagswelt mit dem Bildungsburgertum und der daraus resultierenden Auswirkungen auf die Gestaltung des Werbemittels Prospekt. Marktstrategien und Zielgruppen werden in ihrem historischen Kontext uberzeugend dargestellt und erlauben einen differenzierten Blick auf die Buchwerbung der 1950er Jahre.


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Product Details
  • ISBN-13: 9783447100533
  • Publisher: Harrassowitz
  • Publisher Imprint: Harrassowitz
  • Height: 240 mm
  • No of Pages: 244
  • Series Title: Buchwissenschaftliche Beitrage
  • Sub Title: Die Visuelle Vorstellungswelt Westdeutscher Verlage in Der Buchwerbung Der 1950er Jahre
  • Width: 169 mm
  • ISBN-10: 3447100532
  • Publisher Date: 01 Dec 2013
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Weight: 512 gr


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Asthetik Der Leisen Tone: Die Visuelle Vorstellungswelt Westdeutscher Verlage in Der Buchwerbung Der 1950er Jahre
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Asthetik Der Leisen Tone: Die Visuelle Vorstellungswelt Westdeutscher Verlage in Der Buchwerbung Der 1950er Jahre
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