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Des Geizes neue Kleider: Ethische Reflexionen zu einer Werbekampagne

Des Geizes neue Kleider: Ethische Reflexionen zu einer Werbekampagne

          
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About the Book

Die Werbeagentur Jung von Matt hat für die Saturngruppe einen neuen Slogan kreiert, der binnen kürzester Zeit in aller Munde war: "Geiz ist geil". Was ist denn Geiz eigentlich? Was unterscheidt ihn zum Beispiel von der Sparsamkeit? Welche Folgen hat der Geiz in persönlicher sowie in sozialer Hinsicht und was ist das moralisch Verwerfliche an ihm, worauf sich die Kritik an der Werbekampagne stützt? Auf der persönlichen Ebene wird untersucht, was den Einzelnen zum Geiz führt und zu was der Geiz beim Einzelnen führt. Der Kunde wird in seinem Selbstverständnis angesprochen. Im Bemühen, sich in der Masse als Individuum zu definieren, scheinen ungewöhnliche Werbebotschaften oft besonders gut angenommen zu werden. Die Bereitschaft für Geiz muss demnach in der Person des Individuums bzw. in seiner Selbstwahrnehmung liegen. Wenn eine Kampagne mit einem solchen Titel so erfolgreich sein kann, das Motto dieser Kampagne so weit reichend aufgenommen wird, obwohl Geiz im privaten Bereich abgelehnt wird, ist auch eine kurze Betrachtung der rationalen und irrationalen Kaufentscheidung notwendig. Auf der sozialen Ebene geht es um die Sozialverträglichkeit von Geiz und also auch um die soziale Bewertung selbigen. Die Bereitschaft, sich selbst dazu als geizig zu bezeichnen, erschreckt - ethisch betrachtet - doch nicht unerheblich. Gelten dem Konsumenten in dieser Situation die Vorteile für seine eigene Person mehr als die Interessen der Gemeinschaft bzw. seine Verantwortung für die Gemeinschaft? Was Geiz noch alles ist und wohin er führen kann wird im folgenden erläutert.
About the Author: Katharina Stolte, Magister-Philosophin, studierte in Bamberg und Bayreuth (Philosophie, Germanistik und Rechtswissenschaften), wo sie auch 2006 ihren Abschluss machte. Während des Studiums arbeitete sie u.a. als freie Werbetexterin für eine Werbeagentur in Wien. Als Vermögensberaterin bevorzugt sie auch heute noch die kluge statt der scheinbar billigen Lösung.


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Product Details
  • ISBN-13: 9783836658362
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 127 gr
  • ISBN-10: 3836658364
  • Publisher Date: 19 Feb 2008
  • Height: 210 mm
  • No of Pages: 98
  • Series Title: German
  • Sub Title: Ethische Reflexionen zu einer Werbekampagne
  • Width: 148 mm

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Des Geizes neue Kleider: Ethische Reflexionen zu einer Werbekampagne
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