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Phänomen Daddy. Zuckerwerbung in Deutschland und Frankreich im Vergleich

Phänomen Daddy. Zuckerwerbung in Deutschland und Frankreich im Vergleich

          
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About the Book

Bachelorarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Interkulturelle Kommunikation, Note: 1,3, Universität des Saarlandes (Angewandte Sprachwissenschaft sowie Übersetzen und Dolmetschen), Sprache: Deutsch, Abstract: Sowohl bei Werbung als auch bei dem Produkt Zucker handelt es sich um alltägliche Dinge, mit denen jeder Mensch in Berührung kommt, bei deren Definition und Zuordnung jedoch Schwierigkeiten auftreten können. Daher werden zunächst die Grundlagen der Arbeit gelegt, indem die Begrifflichkeiten der Werbung und des Zuckers als Gut geklärt werden. Anschließend wird die Kulturgeschichte des Zuckers mit Schwerpunkt auf Deutschland und Frankreich kurz umrissen. Auf den Zuckermärkten beider Länder gibt es Premiummarken, die ihre Produkte bewerben und daher für einen Vergleich in Frage kommen. Aus ihnen wird eine Auswahl getroffen und sie werden kurz vorgestellt, um einen ersten Eindruck und Überblick zu schaffen. Im folgenden Schritt sollen Print- und Plakatwerbungen beider Länder analysiert werden. Zu diesem Zweck werden Schemata vorgestellt, die im Hinblick auf deutsche und französische Printwerbung bzw. auf Werbung im Allgemeinen erstellt wurden und an denen sich die anschließende Analyse orientiert. In einem Vergleich sollen Gemeinsamkeiten und Unterschiede herausgestellt und deren Übereinstimmung mit den vorliegenden Modellen geprüft werden. Da es sich bei Plakat- und Printwerbung nicht um die einzigen von Zuckermarken genutzten Medien handelt, werden anschließend zwei Fernsehwerbespots - ein deutscher und ein französischer - vorgestellt und miteinander verglichen. Da der französische Spot der Marke Daddy einige Auffälligkeiten aufweist, wird auch auf weitere Werbeinstrumente der Marke eingegangen, die insgesamt sehr ungewöhnlich scheinen - die Gesamtheit ihrer Werbemaßnahmen wird daher im Folgenden mit "Phänomen Daddy" betitelt. Die einzelnen Werbemedien der Marke werden vorgestellt und auf ihre Ungewöhnlichkeit hin untersucht. Ob es


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Product Details
  • ISBN-13: 9783656695172
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 109 gr
  • ISBN-10: 3656695172
  • Publisher Date: 18 Jul 2014
  • Height: 210 mm
  • No of Pages: 74
  • Spine Width: 5 mm
  • Width: 148 mm


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