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Inwiefern können Werbung und Stereotypen als Spiegel gesellschaftlicher Realität angesehen werden?

Inwiefern können Werbung und Stereotypen als Spiegel gesellschaftlicher Realität angesehen werden?

          
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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Universität Trier, Veranstaltung: Sprache, Werbung, Gesellschaft, Sprache: Deutsch, Abstract: Tag für Tag wird der Alltag der Menschen mit Werbeinhalten überflutet. Ob als TV-Spots, durch Influencer Marketing, als regelmäßigen Newsletter, an öffentlichen Verkehrsmitteln, als klassische Plakatwerbung oder in Zeitungen: Werbung ist ein fester Bestandteil des täglichen Lebens und der Gesellschaft. Die deutsche Werbeindustrie ist neben den USA und Japan die drittgrößte der Welt. Sie ist in unserer Industriegesellschaft, die auf Produktion, Warenabsatz, Investition, Konsumtion und Dienstleistungen angewiesen ist, nicht mehr wegzudenken. Werbeangebote entstehen aus der Zusammenarbeit von Auftraggebern, Werbeagenturen, Vermittlungsmedien und Konsumenten. Dabei wird die Produktion von Werbeinhalten durch aktuelle soziale, politische, kulturelle, juristische sowie durch ökonomische Gegebenheiten gelenkt. Eine ebenso große Rolle spielen die Interessenvielfalt, Werte und Erwartungen der Rezipienten. Als Kommunikationsprozess wird Werbung anhand des Senders, des Empfängers, der Botschaft und des Mediums bzw. Verbreitungskanals konzipiert. Jede Werbung hat eine Persuasionsabsicht und eine Funktion der Aufmerksamkeitserregung inne, die den Rezipienten zumeist allerdings bewusst sind. Werbung versucht absichtlich zu beeinflussen und die Meinung bzw. Einstellung zu Objekten nachhaltig positiv zu verändern und zu einem bestimmten Verhalten zu führen. Durch die Digitalisierung steigt die Durchdringung des Alltags von werblichen Inhalten. Daher wird die Werbung in ihrer Funktion, Wirkung und Bedeutsamkeit viel diskutiert sowie auch kritisiert, vor allem aufgrund der typischen Prozesse wie Ausblendung, Hervorhebung, Übertreibung und Idealisierung. Häufig werden zur Vermittlung der werblichen Botschaft Stereotypen verwendet, mit unter anderem der Fu


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Product Details
  • ISBN-13: 9783346622747
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 22
  • Spine Width: 1 mm
  • Width: 148 mm
  • ISBN-10: 3346622746
  • Publisher Date: 09 May 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 41 gr


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