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Der Stellenwert des Natürlichen in der Kosmetikwerbung

Der Stellenwert des Natürlichen in der Kosmetikwerbung

          
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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich Germanistik - Linguistik, Note: 2,3, Universität Koblenz-Landau, Sprache: Deutsch, Abstract: Werbung ist allgegenwärtig. Sie begegnet uns täglich beispielsweise in Form von Anzeigen in Zeitschriften, als kurze Spots beim Fernsehen und im Radio, wodurch sie zu einem wichtigen Faktor unserer Gesellschaft wird. Überall präsent erhält sie immer mehr Aufmerksamkeit und versucht ihre Betrachter mit den verschiedensten Strategien zum Handeln zu verführen. Mit ihrer Hilfe soll realisiert werden, dass sich das jeweilige Produkt im Gedächtnis verankert und die Empfänger sich an die Produktmarke erinnern. Im besten Falle soll sich eine positive Einstellung zur Marke entwickeln, Interesse entstehen und letztendlich durch aufkommende Kaufintention zugunsten der Werbeproduzenten gehandelt werden. Deswegen müssen diese sich stets neue Methoden einfallen lassen, um die Aufmerksamkeit der Bevölkerung auf ihr Produkt zu lenken. Speziell im Kosmetikbereich gibt es eine sehr große Auswahl an Produkten gleicher Art, wodurch es besonders wichtig wird, mithilfe verschiedener Strategien das eigene Produkt von der Konkurrenz abzugrenzen. Einen Aspekt haben viele der aktuellen Kosmetikwerbungen gemeinsam: Sie verwenden die Begriffe "natürlich" und "Natürlichkeit", wodurch sie uns ein ganz bestimmtes und höchst wahrscheinlich auch bestimmendes Bild von Natürlichkeit vermitteln, das unsere eigene Vorstellung beeinflusst. Die Rheinische Post beginnt einen ihrer Internetartikel, der auf einer Umfrage unter Männern basiert mit den Worten "Natürlichkeit zieht Männer magisch an". Doch was genau bedeutet es heutzutage in unserer Gesellschaft, natürlich zu sein und nicht künstlich? Ist ein Mensch unter Einfluss von verschiedenen Kosmetikprodukten noch natürlich? Dieser Frage soll im Folgenden nachgegangen werden, indem zunächst die Begriffe "Natürlichkeit" und "Künstlichkeit" näher definiert werden, um sie anschließend in Form einer Analyse auf aktuel


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Product Details
  • ISBN-13: 9783656163596
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 3656163596
  • Publisher Date: 03 Apr 2012
  • Height: 216 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 45 gr


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Der Stellenwert des Natürlichen in der Kosmetikwerbung
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Der Stellenwert des Natürlichen in der Kosmetikwerbung
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