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Effizienz moderner Fernsehwerbung: Klassisches Konditionieren und der Fall 'Mystery Ads'

Effizienz moderner Fernsehwerbung: Klassisches Konditionieren und der Fall 'Mystery Ads'

          
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About the Book

Diplomarbeit aus dem Jahr 2004 im Fachbereich Psychologie - Sozialpsychologie, Universität Mannheim (Mikrosoziologie und Sozialpsychologie), Sprache: Deutsch, Abstract: Werbung ist zu einem ständigen Begleiter unseres alltäglichen Lebens geworden. Auch wenn wir ihr nur selten unsere volle Aufmerksamkeit widmen und sie häufig lediglich beiläufig aus den Augenwinkeln beachten, so übt sie dennoch einen erheblichen Einfluss auf unser Denken und Handeln aus. Die Erkenntnisse der wissenschaftlichen Forschung und Werbepraxis lassen daher heute auch keinen Zweifel mehr daran, dass Werbung wirkt. Über die psychologischen Wirkmechanismen hinter der Werbung ist allerdings noch relativ wenig bekannt. Audiovisuelle Werbung kennt viele Facetten. So lassen sich TV-Werbespots z.B. hinsichtlich ihres Emotional Storytellings in zwei Gruppen unterteilen: Classical Ads und Mystery Ads. Die Classical Ads folgen dem klassischen Erzählprinzip (erst Marke, dann Botschaft) und präsentieren dem Zuschauer die Marke bzw. das beworbene Produkt gleich von Anfang an. Der Zuschauer weiß in diesem Fall sofort, worum es geht. Die Mystery Ads hingegen erzählen zunächst eine emotional spannende Geschichte, bevor sie gegen Ende des TV-Werbespots die aufgebaute Spannung durch die Präsentation der Marke auflösen. Bei diesem Erzählprinzip (erst Botschaft, dann Marke) wird der Zuschauer häufig bis kurz vor Ende des TV-Spots darüber im Unklaren gelassen, welche Marke bzw. welches Produkt beworben wird. Das Ziel dieser wissenschaftlichen Arbeit ist es, die Werbewirkung von Classical Ads und Mystery Ads einander unter kontrollierten Rahmenbedingungen in einer realitätsnahen Fernsehsituation gegenüberzustellen. Dazu wurden vier real existierende TV-Werbespots entweder als Classical Ad oder Mystery Ad im Rotationsverfahren in einen "natürlichen" Werbeblock eingebettet und den Probanden im Rahmen einer aufgezeichneten Formel-1-Übertragung im Splitscreen-Design präsentiert. Neben dem Zeitpunkt der Logodarbiet


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Product Details
  • ISBN-13: 9783640927814
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 11 mm
  • Weight: 254 gr
  • ISBN-10: 3640927818
  • Publisher Date: 31 May 2011
  • Height: 210 mm
  • No of Pages: 190
  • Series Title: German
  • Sub Title: Klassisches Konditionieren und der Fall 'Mystery Ads'
  • Width: 148 mm


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