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Kommunikation mit Senioren: Anforderungen an die Ansprache älterer Menschen am Beispiel einer Werbeanzeige für das Betreute Wohnen

Kommunikation mit Senioren: Anforderungen an die Ansprache älterer Menschen am Beispiel einer Werbeanzeige für das Betreute Wohnen

          
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About the Book

Masterarbeit aus dem Jahr 2011 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Technische Universität Chemnitz, Veranstaltung: Medienkommunikation, Sprache: Deutsch, Abstract: Die Entwicklung unserer Bevölkerung ist in letzter Zeit zu einem politisch, sozial und wirtschaftlich hoch brisanten Thema geworden. Bevölkerungsexplosion oder demografische Überalterung infolge steigender Lebenserwartung und sinkender Geburtenzahlen sind Gegenstand der zahlreichen Debatten. Experten prognostizieren in den nächsten Jahren eine weitere Zuspitzung der Situation. Die Zahl der älteren und alten Menschen wird zunehmen, die Zahl der mittleren und jungen Altersgruppe hingegen weiter abnehmen, sodass sich die einstige Alterspyramide immer weiter 'zugunsten‛ der älteren Bevölkerung verschiebt. Bis zum Jahr 2050 wird sie eher einer Alterstanne gleichen. Diese Entwicklung ist in den Fokus der Politik, Sozialarbeit und auch der Wirtschaft geraten. So hat das Marketing die Älteren als eine wichtige Zielgruppe erkannt. Die vorliegende Arbeit knüpft hier an. Die zunehmende Bedeutung der älteren Menschen erfordert unter anderem in kommunikativer Hinsicht ein spezifisches Herantreten an diese. Es stellt sich die Frage, wie Kommunikationsprodukte gestaltet sein sollten, damit sich die ältere Zielgruppe adäquat angesprochen fühlt. Diese Arbeit konzentriert sich dabei auf den Bereich der Wohnungswirtschaft. Das Ziel ist die Gestaltung einer Werbeanzeige für das Betreute Wohnen, genauer gesagt deren formale, sprachliche und inhaltliche Umsetzung. Eine wichtige Voraussetzung dafür ist es, die Zielgruppe genau zu kennen, aber auch deren Wünsche und Bedürfnisse, um diese in der Werbeanzeige aufgreifen zu können. Nur so kann es gelingen, ein Kommunikationsprodukt zu entwerfen, welches das Werbeobjekt der Zielgruppe näher bringt und ihre Einstellung zu diesem positiv beeinflusst. Daher stehen die älteren Menschen im Mittelpunkt der vorliegenden Ar


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Product Details
  • ISBN-13: 9783640922376
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 14 mm
  • Weight: 317 gr
  • ISBN-10: 3640922379
  • Publisher Date: 25 May 2011
  • Height: 210 mm
  • No of Pages: 240
  • Series Title: German
  • Sub Title: Anforderungen an die Ansprache älterer Menschen am Beispiel einer Werbeanzeige für das Betreute Wohnen
  • Width: 148 mm


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Kommunikation mit Senioren: Anforderungen an die Ansprache älterer Menschen am Beispiel einer Werbeanzeige für das Betreute Wohnen
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