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Einfluss der Kultur auf die Wahrnehmung internationaler Fernsehwerbespots

Einfluss der Kultur auf die Wahrnehmung internationaler Fernsehwerbespots

          
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About the Book

Magisterarbeit aus dem Jahr 1998 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Ludwig-Maximilians-Universität München (IFKW), Sprache: Deutsch, Abstract: Eine Vielzahl werblicher Fehlschläge in internationalen Kampagnen beruht darauf, daß einerseits die Übertragbarkeit bisheriger Erfolgsrezepte überschätzt wird und andererseits wesentliche Marktbedingungen der angestrebten Märkte vernachlässigt werden (vgl. Berekoven 1985, S. 165). Sobald Werbung nationale Grenzen überschreitet, trifft sie aber nicht nur auf differente Marktbedingungen, sondern sie kommuniziert mit Konsumenten anderer Kulturen, die sich in vielerlei Hinsicht von den inländischen unterscheiden können. Die mangelnde Berücksichtigung und das mangelnde Verständnis der gesellschaftlichen und kulturellen Umwelt des Empfängers können so die Wirksamkeit der Werbebotschaft gefährden. Sei es, daß die Werbung vom Empfänger nicht in der gewünschten Weise interpretiert wird oder die Werbebotschaft bei den Rezipienten nicht ′ankommt′, da diese durch die Form und den Inhalt der Werbung nicht angesprochen werden (vgl. Meffert/Althans 1982, S. 133; Kaynak/Mitchell 1981, S. 27). Eine Werbeansprache, die der Kultur der Zielgruppe nicht angemessen ist, kann dazu führen, daß die Werbung ineffektiv bleibt und die gewünschte Beeinflussung der Käufer nicht erreicht wird. Eine mißlungene internationale Werbekampagne ist mit hohen Kosten und einer eventuellen Imageeinbuße für die Firmen verbunden, die möglicherweise negative Folgen für den Absatz nach sich zieht Aus der erläuterten Problematik ergibt sich nun die Fragestellung der vorliegenden Arbeit. Sie besteht darin, ob Werbung, die von einem Kulturkreis in einen anderen übertragen wird, von der ausländischen Zielgruppe möglicherweise nicht in der vom Werbungtreibenden intendierten Weise aufgenommen und verarbeitet wird. Ziel dieser Arbeit ist es, das komplexe Phänomen Kultur auf seine Eignung als Erklärungsvariab


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Product Details
  • ISBN-13: 9783638914659
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 11 mm
  • Width: 148 mm
  • ISBN-10: 3638914658
  • Publisher Date: 07 Mar 2008
  • Height: 210 mm
  • No of Pages: 184
  • Series Title: German
  • Weight: 249 gr


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