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Corporate Wording (R). Der gezielte Einsatz der Sprache in der Unternehmenskommunikation

Corporate Wording (R). Der gezielte Einsatz der Sprache in der Unternehmenskommunikation

          
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About the Book

Bachelorarbeit aus dem Jahr 2004 im Fachbereich Medien / Kommunikation - Fachkommunikation, Sprache, Note: 1,7, Technische Universität Chemnitz, Sprache: Deutsch, Abstract: Corporate Wording - der gezielte Einsatz der Sprache in der Unternehmenskommunikation "Das Verhalten der Menschen wird durch ihre Emotionen bestimmt. Die Menschen entscheiden sich nicht nach dem, wie es ist, sondern nach dem, wie sie meinen, daß es sei."1 (Gerhard Regenthal) Diese Erkenntnis ist besonders im Wirtschaftsleben sehr bedeutend. Die Unternehmen haben erkannt, dass es wichtig ist, die Gefühle der Menschen und somit der potentiellen Käufer beziehungsweise Kunden anzusprechen. Dabei muss darauf geachtet werden, dass die Meinung der Öffentlichkeit über gewisse Produkte und Dienstleistungen einer Organisation nicht immer mit der von der Firma gewünschten Sichtweise übereinstimmt. Hierbei spielt die Frage des Selbstbildes und des Images eine enorme Rolle. Durch strategische Kommunikation können die Betriebe daran arbeiten, ihr Selbstbild mit dem Fremdbild der Außenstehenden in Einklang zu bringen. Die Frage der Corporate Identity sowie im Besonderen der bis ins Genaueste geplanten Unternehmenskommunikation, die besonders die Gefühlsebene der Menschen ansprechen soll, finden hierbei besondere Beachtung. Für die Organisationen ist es sehr wichtig, sich auf dem in manchen Gebieten bereits übersättigten Markt trotzdem von der Konkurrenz abzuheben. Bestimmte Zielgruppen müssen erkannt und die Kommunikation genau auf diese abgestimmt werden. Die Grundsätze und Philosophie einer Unternehmung sollen bei jedem Handeln sofort erkennbar sein und sich in allen Aktivitäten widerspiegeln. In dieser Arbeit wird speziell darauf eingegangen, inwieweit die Sprache in der Unternehmenskommunikation eine wichtige Rolle für den Imageaufbau spielt und wie sich durch bestimmte Worte und Beschreibungen das Selbstverständnis einer Firma verdeutlichen lässt. Zuerst sollen wichtige Begriffe, die im Zusammenhang


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Product Details
  • ISBN-13: 9783640634071
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3640634071
  • Publisher Date: 31 May 2010
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 86 gr


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