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musikalische Gehirn des Kunden. Die Bedeutung von Musik in TV-Werbespots aus der Perspektive des Neuromarketing

musikalische Gehirn des Kunden. Die Bedeutung von Musik in TV-Werbespots aus der Perspektive des Neuromarketing

          
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About the Book

Bachelorarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,0, Mediadesign Hochschule für Design und Informatik GmbH Düsseldorf, Veranstaltung: Medienmanagement, Sprache: Deutsch, Abstract: Was hat Musik an sich, dass sie zu Tränen rühren kann, eine Gänsehaut bereitet, tausenden Menschen in Euphorie versetzen kann - einfach gesagt, dass sie derartige Emotionen auslösen kann? Auf Basis dieser Fragen entstand die Idee zu dieser wissenschaftlichen Arbeit. Emotionen zu erzeugen ist ein wichtiger Bestandteil der Werbung. Hierbei setzen die Entwickler von Werbung unterschiedliche gestalterische Mittel ein, um dies zu erreichen. Darunter fällt auch der gezielte Einsatz von Musik. Insbesondere die TV-Werbung ist hierbei in der Lage, auf regelrecht alle gestalterischen Mittel zurückzugreifen. Mit Hilfe des Neuromarketing lässt sich aufzeigen, wo und wann genau in unserem Gehirn Emotion freigesetzt wird. Ebenso verdeutlicht es, wie die eingesetzten gestalterischen Mittel in der Werbung auf unser Gehirn - das Entscheidungszentrum - wirken. Zurückblickend auf die ersten Fragen, wie Musik in der Lage ist, derartig starke Emotionen auszulösen, entstand der Gedanke, dass die Bedeutung von Musik, im speziellen in TV-Werbespot, gegenüber den anderen gestalterischen Mitteln, einen noch viel höheren Stellenwert haben muss, als bisher angenommen. Dies soll auf den Grundlagen des Neuromarketing erforscht werden. Somit hat sich folgende Fragestellung ergeben: Was für eine Bedeutung hat Musik für das Erreichen der Ziele von Werbung aus der Sichtweise des Neuromarketing? Die angenommene Hypothese dieser wissenschaftlichen Arbeit ist, dass aus der Perspektive des Neuromarketing der Stellenwert von Musik, wenn sie so starke Gefühle und sogar körperliche Reaktionen auslösen kann, gegenüber den anderen gestalterischen Mitteln in der Werbung, deutlich höher einzuordnen ist, als bisher.


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Product Details
  • ISBN-13: 9783656951193
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3656951195
  • Publisher Date: 02 Jun 2015
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 113 gr


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musikalische Gehirn des Kunden. Die Bedeutung von Musik in TV-Werbespots aus der Perspektive des Neuromarketing
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musikalische Gehirn des Kunden. Die Bedeutung von Musik in TV-Werbespots aus der Perspektive des Neuromarketing
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