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Konsum deckt den Gabentisch. Zur Entwicklung der Werbung in der DDR

Konsum deckt den Gabentisch. Zur Entwicklung der Werbung in der DDR

          
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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich Germanistik - Linguistik, Note: 1,7, Universität Bremen, Veranstaltung: Sprache in Werbung und Öffentlichkeitsarbeit, Sprache: Deutsch, Abstract: "Der Konsum deckt den Gabentisch", ein Slogan, der in den 60er Jahren in einer Fernsehwerbung der Konsum-Genossenschaften in der DDR zur Weihnachtszeit verwendet wurde. Die Konsum-Genossenschaft verspricht darin den Käufern, dass "für jeden das Richtige, für jeden das Passende" dabei und das Angebot "immer preiswert" sei, und signalisiert, so "für die Werktätigen in Stadt und Land" zu sorgen. "Konsum" war die umgangssprachliche Kurzform der Einrichtungen des "Verbandes Deutscher Konsumgenossenschaften", die Fabriken (wie z.B. die Konsum-Seifenfabrik Riesa), Kaufhallen, Kaufhäuser, Versandhandel und Gaststätten schon seit Mitte des 19. Jahrhunderts betrieben und nach dem Zweiten Weltkrieg weiter ausbauten. Dieser Werbespot wurde für eines der "konsument-Warenhäuser" angefertigt, die 1965 gegründet wurden und somit eine weitere Warenhauskette, neben den staatlichen Centrum-Warenhäusern, in der DDR darstellten. Der Slogan dieses Werbespots zeigt sehr deutlich die Ambiguität, die man immer wieder in den Werbetexten der DDR-Werbung findet. "Konsum" einerseits als die bereits beschriebene Kurzform für Einrichtungen des "Verbandes Deutscher Konsumgenossenschaften" und andererseits jedoch ein dezenter Hinweis an den Verbraucher, dass nur durch vermehrten "Konsum" weiterhin ein gedeckter Gabentisch gewährleistet ist. Ein entscheidender Grund für diese sublime Zweideutigkeit war, dass die einzige Werbeagentur der DDR, die Deutsche Werbe- und Anzeigengesellschaft (DEWAG), eine Gesellschaft der Sozialistischen Einheitspartei Deutschlands (SED) war und deshalb immer in deren Auftrag und unter ihrer Aufsicht Werbekampagnen entwarf. n der nun folgenden Hausarbeit wird zunächst im ersten Teil die Entwicklung und Veränderung der DDR-Werbung und ihre Beeinflussung durch politische Ideologien,


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Product Details
  • ISBN-13: 9783668125377
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668125376
  • Publisher Date: 14 Jan 2016
  • Height: 210 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 54 gr


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Konsum deckt den Gabentisch. Zur Entwicklung der Werbung in der DDR
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Konsum deckt den Gabentisch. Zur Entwicklung der Werbung in der DDR
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