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Erotisierung als Werbestrategie am Beispiel der Werbekampagne Astra. Was dagegen?

Erotisierung als Werbestrategie am Beispiel der Werbekampagne Astra. Was dagegen?

          
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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich Soziologie - Konsum und Werbung, Note: 3,0, Leopold-Franzens-Universität Innsbruck, Sprache: Deutsch, Abstract: Die vorliegende Arbeit konzentriert sich auf die Frage, mithilfe welcher rhetorischer Mittel Erotik in der Werbung umgesetzt wird, und orientiert sich dabei primär an den Werbeplakaten der Hamburger Biermarke Astra. In einem ersten Schritt soll der Terminus "Werbung" erläutert werden. Anschließend erfolgt eine begriffliche Abgrenzung der Termini "Erotik" und "Sex-Appeal", wobei im Folgenden auf erotische Elemente sowie die Formen von Sex-Appeal eingegangen wird. Im Zuge der Analyse einzelner Plakate aus der Werbekampagne "Astra. Was dagegen?" werden die Werbeelemente näher bestimmt und auf die Werbestrategie Rhetorik eingegangen. Der Schwerpunkt liegt auf rhetorischen Figuren und Sprachspielen. Erotik zählt seit Beginn der Werbung zu den beliebtesten Stilmitteln. So posierten bereits 1850 die ersten Damen vor der Kamera, um ausgewählte Produkte dem Publikum näherzubringen. Waren es anfänglich meist Tabakprodukte, welche die Frauen bewarben, so folgten später Körperpflege- und Hygieneprodukte sowie Unterwäsche und Alkohol. Als in der Psychologie um 1900 neue Aufschlüsse über Konsumverhalten und Absatzsteigerung durch Einsatz von Emotionen gewonnen wurden, stieg die Anzahl erotischer Werbungen stark an. Vor allem Sigmund Freuds Theorien und seine Erkenntnisse zu unbewussten Motiven schienen wegweisend für die Werbebranche. Seitdem sind erotische Elemente nicht mehr aus der Werbung wegzudenken und erfreuen sich auch heute noch großer Beliebtheit. Auch die Biermarke Astra setzt in ihrer Anfang der 2000er Jahre entstandenen Werbekampagne "Astra. Was dagegen?" häufig auf knapp bekleidete Frauen und Männer und provoziert mit doppeldeutigen Slogans, wobei die Plakate bereits des Öfteren beim Publikum auf Kritik stießen - während die einen hinter der Werbung eine geglückte Marketingaktion sehen, empfinden die anderen


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Product Details
  • ISBN-13: 9783346778963
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346778967
  • Publisher Date: 27 Nov 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 50 gr


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