Home > Society & social sciences > Sociology & anthropology > Sociology > Sociology: family & relationships > Fernsehwerbung Und Kinder: Das Werbeangebot in Der Bundesrepublik Deutschland Und Seine Verarbeitung Durch Kinder Band 1: Das Werbeangebot Für Kinder Im Fernsehen
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Fernsehwerbung Und Kinder: Das Werbeangebot in Der Bundesrepublik Deutschland Und Seine Verarbeitung Durch Kinder Band 1: Das Werbeangebot Für Kinder Im Fernsehen

Fernsehwerbung Und Kinder: Das Werbeangebot in Der Bundesrepublik Deutschland Und Seine Verarbeitung Durch Kinder Band 1: Das Werbeangebot Für Kinder Im Fernsehen

          
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About the Book

Klaus Neumann-Braun, Stefan Aufenanger, Wolfgang Hoffmann-Riem und Michael Charlton Audio-visuelle Werbung fUr Kinder: gute Grtinde zur Besorgnis? Das vorliegende Projekt, Femsehwerbung und Kinder" steht gegenw1irtig sicherlich nicht allein in der entsprechenden nationalen und intemationalen Forschungslandschaft. Es ist jedoch fiberraschend, feststellen zu mfissen, daB die Projekte zum Thema "audio-visuelle Werbung und Kinder" recht spiirlich gesat sind. Dies muB irritieren, da die WerbeaktiviHiten der Wirtschaft auf dem Medien- und Konsummarkt fUr Kinder fiber die Jahre hinweg sHindig zugenommen haben, die kommerzielle "Begleitforschung" ebenfalls expan- dierte, wamend die sozialwissenschaftliche Grundlagenforschung mit dieser Entwicklung nicht Schritt gehalten hat. Dies ist zu konstatieren mit Blick auf die intemationale Diskussion, folgt man beispielsweise den AusfUhrungen von Kline (1991), aber auch mit Blick auf die nationale Diskussion: Nach langen Jahren der "Latenz" erschien erst wieder 1993 ein groBeres wissenschaftliches Gutachten unter dem Titel "Kin- der und Werbung" (Baacke, Sander & Vollbrecht, 1993). Dieses Gutachten ist als ein umfassendes einzuschatzen, in dem es den Autoren darum geht, den aktuellen Forschungsstand zu dokumentieren. Sie tun dies mit dem er- kl1irten Ziel, Forschungsdesiderate aufzuzeigen. Es wird in den AusfUhrungen daffir votiert, die traditionelle Stimulus- Response-Wirkungsforschung aufzugeben: Die Konzentration auf den Ein- zelspot und des sen kausale Wirkungen auf Kinder sei angesichts einer veriin- derten Lebenswelt der Kinder, aber auch angesichts neuerer Entwicklungen in der wissenschaftlichen Forschung obsolet geworden. Erstens habe sic- so die These - eine Entwicklung eingestellt, die auf eine AlIgegenw1irtigkeit und vor allem auch Unabgrenzbarkeit von Werbung fUr Kinder hinauslaufe.


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Product Details
  • ISBN-13: 9783810013965
  • Publisher: Springer Fachmedien Wiesbaden
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 222
  • Series Title: Schriftenreihe Medienforschung Der Landesanstalt Für Medien
  • Sub Title: Das Werbeangebot in Der Bundesrepublik Deutschland Und Seine Verarbeitung Durch Kinder Band 1: Das Werbeangebot Für Kinder Im Fernsehen
  • Width: 148 mm
  • ISBN-10: 381001396X
  • Publisher Date: 30 Jan 1995
  • Edition: 1995 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 12 mm
  • Weight: 272 gr


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Fernsehwerbung Und Kinder: Das Werbeangebot in Der Bundesrepublik Deutschland Und Seine Verarbeitung Durch Kinder Band 1: Das Werbeangebot Für Kinder Im Fernsehen
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Fernsehwerbung Und Kinder: Das Werbeangebot in Der Bundesrepublik Deutschland Und Seine Verarbeitung Durch Kinder Band 1: Das Werbeangebot Für Kinder Im Fernsehen
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