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Gender Marketing in der Lebensmittelwerbung. Eine Analyse ausgewählter Fallbeispiele

Gender Marketing in der Lebensmittelwerbung. Eine Analyse ausgewählter Fallbeispiele

          
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About the Book

Masterarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Technische Universität Carolo-Wilhelmina zu Braunschweig, Sprache: Deutsch, Abstract: Wie lassen sich die Werbungen aus Sicht der Gender Studies beurteilen? Die Schwierigkeit dieser Arbeit besteht darin, dem Marketing und den Gender Studies in ihren Logiken gerecht zu werden. Der Aufbau der Arbeit ist wie folgt: Auf die Einleitung folgt das Kapitel zwei über das Marketing, welches zunächst allgemeines zu dieser Wissenschaft darstellt. Daraufhin wird der Schwerpunkt Werbung gesetzt, in welchem auf Werbung im Allgemeinen und der Fernsehwerbung im Besonderen eingegangen wird. Das Kapitel über Marketing schließt mit dem Vorstellen von Kaufverhalten allgemein sowie genderspezifischen Kaufverhalten. In Kapitel drei werden die Gender Studies vorgestellt, in welchem die Begriffe Gender und Geschlecht voneinander abgegrenzt werden, die Bedeutung des Geschlechts in der Gesellschaft hervorgehoben und anschließend auf gängige Gesellschaftskritiken der Gender Studies eingegangen wird. Der Theorieteil der Arbeit schließt mit Kapitel vier, dem Gender Marketing. Dieses Kapitel führt erst die begrifflichen Grundlagen des Gender Marketings ein, um dann die Umsetzung des Gender Marketings darzustellen. Auf den theoretischen folgt der praktische Teil der Arbeit, in dem konkrete Werbungen analysiert werden. Dafür werden vorerst die Analysegegenstände vorgestellt. Für diesen Zweck wurden Lebensmittelwerbungen ausgewählt, mit je zwei Produkte aus vier Kategorien: Getränke, Frühstück, Schokolade und Fertigprodukte. Die Untersuchung weiterer Fallbeispiele würde den Rahmen dieser Arbeit übersteigen. Daraufhin folgt die Analyse der Werbungen, welcher ein aus den Filmwissenschaften strukturiertes Grundmodell zugrunde liegt: "Erstens geht es um das WAS im Film, um die Handlung. Was geschieht im Film in welcher Reihenfolge? - Zweitens steht das WER im Vordergr


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Product Details
  • ISBN-13: 9783346405579
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 68
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3346405575
  • Publisher Date: 07 Apr 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 100 gr


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