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Metaphorisches Priming in der Werbung: Eine experimentelle Untersuchung

Metaphorisches Priming in der Werbung: Eine experimentelle Untersuchung

          
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About the Book

Inhaltsangabe: Einleitung: „Wir öffnen Horizonte" so lautet ein Werbeslogan der „R+V-Versicherung", welche damit die Richtung der geschäftlichen Beziehung zu ihren Kunden rein metaphorisch vorgibt. „Schutz und Sicherheit Im Zeichen der Burg" ist hingegen das Motto der „Nürnberger Versicherung" (Quelle: wwwslogande). Dieses beschreibt auch gleich, was sich die Kunden von dieser Versicherung versprechen können. Die Erläuterung (Schutz und Sicherheit) beruht natürlich auf dem Prinzip effektvoller Schlagwörter, wäre aber aufgrund der „Burg-Metapher" und den damit verbundenen Assoziationen eigentlich nicht nötig gewesen. An diesem Punkt setzt meine Arbeit thematisch an. Beide Beispiele geben Metaphern wieder, die in der Werbung in zahlreicher Form verwendet werden. Dass es sich hierbei jeweils um Versicherungen handelt, liegt an der Berücksichtigung dieser Branche im empirischen Teil dieser Arbeit. Ich möchte hier festhalten, dass nicht der Gebrauch von Metaphorik an sich einen Mangel in der Werbung darstellt, sondern die - in meinen Augen - unzureichende Kenntnis ihres gesamten Wirkungsumfangs. Metaphern werden im Großteil der werbebezogenen Literatur allenfalls in knapper Ausführung „gewürdigt" und dabei noch häufig, fälschlicherweise, nur als einfacher Vergleich beschrieben. Doch die Metapher vermag mehr zu leisten. Dies werde ich anhand des 4.Kapitels erläutern und im Rahmen der Werbewirkungsforschung einordnen (Kapitel 5). Sie soll in der Praxis als Gradmesser potentiell erfolgreicher Werbung dienen und stellt das Ende des langen Planungsprozesses der Werbung dar. Der Werbeerfolg selbst ist nicht Gegenstand dieser Arbeit, da er sich meines Erachtens zu sehr auf kurzfristige monetäre Ergebnisse stützt. Der psychologische Aspekt hingegen fungiert für mich als Fundament aller werbepolitischen Maßnahmen (Kapitel 3.1). Durch ihn rückt der Adressat der Werbung in den Vordergrund und diesen gilt es ja letztendlich anzusprechen. Dennoch gibt es in den verschiedenen


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Product Details
  • ISBN-13: 9783838688510
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 168 gr
  • ISBN-10: 3838688511
  • Publisher Date: 29 Jun 2005
  • Height: 210 mm
  • No of Pages: 120
  • Series Title: German
  • Sub Title: Eine experimentelle Untersuchung
  • Width: 148 mm


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