Home > Dictionaries & Language > Language: reference & general > Mehrmedialität in der außerwirtschaftlichen Werbung von nicht abbildbaren Produkten. Die Misereor-Kampagne "Mut zu Taten"
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Mehrmedialität in der außerwirtschaftlichen Werbung von nicht abbildbaren Produkten. Die Misereor-Kampagne "Mut zu Taten"

Mehrmedialität in der außerwirtschaftlichen Werbung von nicht abbildbaren Produkten. Die Misereor-Kampagne "Mut zu Taten"

          
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About the Book

Studienarbeit aus dem Jahr 2013 im Fachbereich Germanistik - Linguistik, Note: 1,3, Rheinische Friedrich-Wilhelms-Universität Bonn (Institut für Germanistik, Vergleichende Literatur- und Kulturwissenschaft), Veranstaltung: Werbesprachliche Analysen, Sprache: Deutsch, Abstract: Werbung und vor allem Sprache in der Werbung wird nicht nur dazu genutzt, Produkte zu verkaufen - heutzutage greifen auch immer mehr Organisationen und Initiativen für einen politischen, religiösen, kulturellen oder gesellschaftlichen Zweck zum Mittel der Werbung, sei es mithilfe von Anzeigen in Zeitschriften, Plakaten, Radio- oder Fernsehspots. Hierbei stehen lediglich andere "Botschaften" im Mittelpunkt: Statt Absatzwerbung erfolgt zum Beispiel ein Appell zur Änderung der persönlichen Einstellung oder zu konkretem, aktivem Handeln, ein Aufruf zum Schutz der Umwelt oder zum Spenden "für den guten Zweck". Dennoch ist es auch hier wichtig, die Aufmerksamkeit der Rezipienten zu wecken und die Botschaft nachhaltig in ihrem Gedächtnis zu verankern (um sie zum Handeln zu bewegen). Deshalb erscheint die Frage interessant, auf welche Art und Weise nicht-kommerzielle Werbung von Non-Profit-Organisationen versucht, Aufmerksamkeit zu erregen und auf den Rezipienten zu wirken und ob z.B. Muster kommerzieller Werbung bewusst aufgegriffen werden. Außerwirtschaftliche Werbung scheint in linguistischen Untersuchungen bisher zu kurz gekommen zu sein. Ein weiteres Forschungsdesiderat im Bereich Werbesprache besteht zudem in der Untersuchung von nicht abbildbaren Werbeobjekten. In diesem Zusammenhang erscheint die Frage erforschenswert, wie einzelne Werbemittel nicht abbildbare "Produkte" (bzw. abstrakte, nicht materielle Ideen) sprachlich und visuell darstellen und bewerben. Der Vergleich einzelner Werbemittel steht in Zusammenhang mit einem weiteren Forschungsmangel - der Mehrmedialität. Wie werden gemeinsame Themen innerhalb einer Kampagne medienspezifisch umgesetzt? Lassen sich zwischen den einzeln


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Product Details
  • ISBN-13: 9783668228184
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3668228183
  • Publisher Date: 13 Sep 2016
  • Height: 210 mm
  • No of Pages: 42
  • Series Title: German
  • Weight: 68 gr


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Mehrmedialität in der außerwirtschaftlichen Werbung von nicht abbildbaren Produkten. Die Misereor-Kampagne "Mut zu Taten"
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Mehrmedialität in der außerwirtschaftlichen Werbung von nicht abbildbaren Produkten. Die Misereor-Kampagne "Mut zu Taten"
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