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Nostalgie in der Werbung. Eine empirische Studie

Nostalgie in der Werbung. Eine empirische Studie

          
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About the Book

Diplomarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Augsburg, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, bislang hauptsächlich partiell betrachtete Zusammenhänge zum Thema Nostalgie in der Werbung zu einem umfassenden Gesamtmodell zu aggregieren. Damit soll ein möglichst realistisches Abbild der Werbepraxis geschaffen werden, das eine Analyse der Einflüsse nostalgischer versus aktueller Elemente in Printwerbungen auf marketingrelevante Zielgrößen wie Einstellung und Kaufabsicht ermöglicht. Es wird dabei kein direkter Einfluss des Werbestils auf Komponenten der Einstellung unterstellt. Vielmehr soll untersucht werden, welches Ausmaß an nostalgischen Emotionen und mentalen Images (Gedankenbildern) nostalgische im Vergleich zu aktuellen Werbeanzeigen erzeugen. Kernpunkt der Analyse stellt folglich die weiterführende und als parallel vermutete Wirkung der generierten Images und Emotionen auf die Einstellung zu Werbemittel und -objekt dar. Gesetzt den Fall, dass sich diese Beziehungen als signifikant erweisen, sind ausführliche Kenntnisse kognitiver und emotionaler Prozesse für die Anzeigengestaltung essentiell und müssen vom Werbetreibenden berücksichtigt werden. Durch die Einbindung von etablierten Erkenntnissen aus der Imagery-Forschung wird das Ziel verfolgt, den kognitiven Prozess und insbesondere die resultierenden mentalen Images detaillierter darstellen zu können. Genauer soll überprüft werden, inwiefern die Intensität der mentalen Images, welche durch den jeweiligen Werbestil ausgelöst werden, die Einstellung gegenüber der Anzeige beeinflusst. Zudem soll anhand dieser Operationalisierung eine Antwort auf die bislang kontrovers diskutierte Frage, inwiefern Imagery-Instruktionen die Bildung intensiver Images beeinflussen, gefunden werden. Neben Imagery-Instruktionen werden auch Argumente unterschiedlicher Qualität in die Untersuchung mit aufgenommen. Die Paarung dieser beiden Faktoren i


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Product Details
  • ISBN-13: 9783640181988
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3640181980
  • Publisher Date: 17 Oct 2008
  • Height: 210 mm
  • No of Pages: 148
  • Series Title: German
  • Weight: 204 gr


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