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Die Midsommar-Werbespots von IKEA und ihre Veränderung seit 2005

Die Midsommar-Werbespots von IKEA und ihre Veränderung seit 2005

          
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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Interkulturelle Kommunikation, Note: 1,5, Leopold-Franzens-Universität Innsbruck (Germanistik), Sprache: Deutsch, Abstract: Der Aufschrei in Schweden war groß, als IKEA im Jahr 2005 ihren Werbespot für die Midsommar-Sales veröffentlichte. Der Werbespot zeigte mit übertriebenen Stereotypen das Feiern des Midsommar-Festes. Jedoch empfanden viele Schweden dies als sehr unpassend, woraufhin ein großer Skandal in Schweden ausbrach. Dieser ging so weit, dass IKEA den Werbeclip entfernen und durch einen anderen aus dem Vorjahr ersetzen musste. Solche Werbungen sind auf mehreren Ebenen kritisch zu betrachten. Einerseits führen sie dazu, dass eine Gruppe, in diesem Fall das schwedische Volk, sich angegriffen fühlt. Es kann aber auch dazu führen, dass die betroffene Werbegruppe, die dieses Video zu Gesicht bekommt, ein sehr falsches Bild vom Midsommar erhält. Warum dies so ist und wie sich die Werbungen von IKEA in den Jahren seit 2005 verändert haben, soll in dieser Arbeit geprüft werden. Zunächst erfolgt ein theoretischer Einblick in die Begriffe Pauschalurteil, Stereotyp und Single Story. Mit diesem theoretischen Wissen können die unterschiedlichen Werbungen von IKEA zum Midsommar untersucht werden. Damit der Rahmen dieser Arbeit nicht gesprengt wird, wird nicht jede Werbung seit dem Jahr 2005 miteinbezogen, sondern vielmehr versucht, eine Veränderung festzustellen. Daher werden einige Jahre nur kurz angerissen oder übersprungen, da es keine nennenswerten Veränderungen gegeben hat. Zudem handelt es sich hier ausschließlich um Werbungen, welche für den deutschsprachigen Raum produziert wurden. Abschließend wird in einem kurzen Resümee die Frage beantwortet, ob und wie sehr sich die Verwendung von Stereotypen in den Werbevideos von IKEA zum Midsommar verändert hat und in welchem Licht die Feierlichkeiten nun dargestellt werden.


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Product Details
  • ISBN-13: 9783346054012
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 216 mm
  • No of Pages: 16
  • Spine Width: 1 mm
  • Width: 140 mm
  • ISBN-10: 3346054012
  • Publisher Date: 30 Oct 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 41 gr


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