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Die Inszenierung von Berg und Gebirge in der audiovisuellen Werbung

Die Inszenierung von Berg und Gebirge in der audiovisuellen Werbung

          
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About the Book

Magisterarbeit aus dem Jahr 2009 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Christian-Albrechts-Universität Kiel, Sprache: Deutsch, Abstract: Im Rahmen der audiovisuellen Werbung sind kaum Produktgattungen denkbar, die nicht in irgend einer Form mit dem Motiv des Berges operieren könnten oder würden. So scheinen die polymorphen Strategien der medialen Inszenierung dieses Extremraumes der Natur in ihrer Vielfalt nahezu grenzenlos: Je nach intendierter Aussage der einzelnen Spots variiert die Funktion des präsentierten Gebirgsraumes entsprechend von "gefährlich" zu "friedlich" und "heilig". Die Strategien der Präsentation sind dabei oftmals charakteristisch für den audiovisuellen Werbeauftritt der gesamten Produktgattung. Wird der Berg bspw. im Rahmen eines Spots der Kategorie Genussmittel inszeniert, so wirkt er vornehmlich in seiner Funktion als ursprünglicher Herkunftsraum des beworbenen Produktes und steht so pars pro toto für die Natur als Lieferant kostbarer Rohstoffe. Einen anderen Ansatz der Inszenierung des Gebirgsraumes wählt bevorzugt die Automobilindustrie: In Spots dieser Art, wo meist eine Legitimation des beworbenen Fahrzeugs über seine instrumentelle Leistung erfolgt, definiert sich der Berg über den Faktor des Abenteuers, bisweilen sogar der Gefahr. Die Natur erscheint in derartigen Inszenierungen im Sinne einer fatalistischen Kulturanschauung nicht länger als etwas Wertvolles und Schützenswertes, sondern steht den menschlichen Protagonisten des Spots vielmehr antagonistisch gegenüber. Diesen negativ semantisierten Naturraum gilt es im Folgenden zu bezwingen und zu unterwerfen. Getreu der Kultur der Disziplinierung demonstrieren diese Spots eindrucksvoll den Sieg von Wissenschaft und Technik über die mangelhafte Natur. Für die Differenzierung der diversen Inszenierungsstrategien des natürlichen Extremraumes Berg greift die vorliegende Arbeit nun verstärkt auf die durch Karmasin vorgenommene


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Product Details
  • ISBN-13: 9783640687374
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Width: 148 mm
  • ISBN-10: 364068737X
  • Publisher Date: 23 Sep 2010
  • Height: 210 mm
  • No of Pages: 172
  • Series Title: German
  • Weight: 236 gr


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