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Lebensstile. Kann die Werbung von der Lebensstilforschung profitieren?

Lebensstile. Kann die Werbung von der Lebensstilforschung profitieren?

          
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About the Book

Studienarbeit aus dem Jahr 2013 im Fachbereich Soziologie - Konsum und Werbung, Note: 2,0, Universität der Bundeswehr München, Neubiberg, Sprache: Deutsch, Abstract: Der Lebensstilbegriff ist in der heutigen Zeit allgegenwärtig. Meist versteht man unter Lebensstil die Art und Weise, wie sich Menschen nach außen hin zeigen, was und wie sie konsumieren und wie Menschen versuchen, sich voneinander abzugrenzen. Häufig finden sich Lebensstil Rubriken auch in Magazinen und Zeitschriften. Im Internetportal der Frankfurter Allgemeinen Zeitung zum Beispiel, werden unter der Rubrik "Lebensstil" Themen aus den Bereichen Mode und Design, Essen und Trinken sowie Haus und Garten thematisiert.1 Doch was verbirgt sich wirklich unter dem Begriff Lebensstil? Welche Lebensstiltheorien gibt es? Und wie entstehen Lebensstile? Im Folgenden sollen diese Fragen beantwortet werden. Beginnend mit der Beschreibung zweier ausschlaggebender Lebensstiltheorien soll der Begriff des Lebensstils genau definiert werden. Weiter soll die Frage nach der Entstehung von Lebensstilen anhand einer ausgesuchten Theorie erklärt werden. Mit Blick auf die Ergebnisse, die die Lebensstilforschung liefert, soll die Frage beantwortet werden, ob und inwieweit die Werbung von der Lebensstilforschung profitieren kann. Dabei wird zum einen ein Vergleich von Werbepsychologie und -Soziologie erfolgen, der zur Klärung der Frage führen soll. Zudem soll die Vorstellung einer Lebensstil-Studie aufzeigen, wie die Werbung auf praktischer Ebene von der Lebensstilforschung profitieren kann. Die Thematik aufgreifend soll schlussendlich die Frage diskutiert werden, ob es der Betriebswirtschaftslehre an soziologischen Komponenten mangelt und ob Forschung und Methoden der Lebensstilforschung nicht als Teil der betriebswirtschaftlich orientierten Werbebranche eine positive ergänzende Wirkung haben könnten.


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Product Details
  • ISBN-13: 9783656657286
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 22
  • Series Title: German
  • Weight: 41 gr
  • ISBN-10: 3656657289
  • Publisher Date: 04 Jun 2014
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 148 mm


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