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Einfluss der Persönlichkeit auf die Beurteilung von Werbung mit Sex Appeal

Einfluss der Persönlichkeit auf die Beurteilung von Werbung mit Sex Appeal

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich VWL - Statistik und Methoden, Note: 1,0, Hochschule für angewandtes Management GmbH, Sprache: Deutsch, Abstract: Eine Möglichkeit, innerhalb einer Werbung Emotionen darzustellen oder auszulösen, ist der Einsatz erotischer Appelle. Dabei postulierten in den letzten Jahren Forscher immer wieder, dass erotische Elemente in der Werbung immer üblicher werden und inzwischen sogar ubiquitär eingesetzt werden. Die Prominenz dieses Themas führt zu einer umfangreichen Sammlung von Studien, welche versuchen die Wirksamkeit dieser Appelle zu identifizieren sowie diverse Faktoren zu untersuchen, welche die menschliche Reaktion auf erotische Werbung beeinflussen. Von besonderem Interesse ist in dieser Arbeit die Frage, inwieweit die individuelle Persönlichkeit die Beurteilung und Wirksamkeit von erotischer Werbung beeinflusst. In Kapitel 2 wird zunächst theoretisches Wissen über Emotionen in der Werbung vermittelt, um in das Thema einzusteigen. Im Anschluss daran erfolgt in Kapitel 3 eine ausführliche Auseinandersetzung mit den erotischen Werbereizen - eine Form der emotionalen Appelle. Dabei erfolgt zunächst eine Begriffsdefinition des sexuellen Appels, gefolgt von der Funktion emotionaler und erotischer Werbeinhalte, deren Verarbeitung sowie ihre Wirkung und Reaktion seitens des Betrachters. Kapitel 4 beschäftigt sich anschließend mit theoretischen Erkenntnissen im Hinblick auf die Persönlichkeit im Werbekontext und thematisiert hier die Persönlichkeitsdimensionen des Fünf-Faktoren-Modells sowie das Konstrukt des Need for Affect (NFA). Im Anschluss daran werden die verschiedenen Einflüsse auf die Beurteilung von Werbung, der beworbenen Marke und der Kaufabsicht dargestellt, gefolgt von der Zusammenfassung der Hypothesen sowie der Forschungsfrage in Kapitel 5. Am Anschluss daran beginnt in Kapitel 6 der empirische Teil der Arbeit, welcher zunächst die Methode, das Material sowie die Durchführung beschreibt. Kapitel 7 präsentie


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Product Details
  • ISBN-13: 9783668370128
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3668370125
  • Publisher Date: 30 Dec 2016
  • Height: 210 mm
  • No of Pages: 64
  • Series Title: German
  • Weight: 95 gr

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Einfluss der Persönlichkeit auf die Beurteilung von Werbung mit Sex Appeal
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