Home > References & Encyclopedias > Interdisciplinary studies > Communication studies > Werbesprache. Humor als Stilmittel in der Werbung: Reflexion anhand der Kampagne "Be Safe Around Trains"
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Werbesprache. Humor als Stilmittel in der Werbung: Reflexion anhand der Kampagne "Be Safe Around Trains"

Werbesprache. Humor als Stilmittel in der Werbung: Reflexion anhand der Kampagne "Be Safe Around Trains"

          
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About the Book

Projektarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Stuttgart, Veranstaltung: Markt- und Werbepsychologie, Sprache: Deutsch, Abstract: Diese Seminararbeit beschreibt die Position von Humor in der Werbung. Von Humorentstehungstheorien über die Identifizierung von Humorarten anhand der erfolgreichen Werbekampagne "Be Safe Around Trains", wird die mögliche Wirkung des Stilmittels "Humor" aufgezeigt. E-Mails, Spam, Banner, Pop-ups und Co. - alltäglich werden wir mit tausenden Werbebotschaften konfrontiert. Bereits morgens im Radio, auf der Weg zur Arbeit in den öffentlichen Verkehrsmitteln durch zahlreiche Leuchtreklame und großflächige Plakate, auf der Straße über Litfaßsäulen, in Smartphone-Applikationen, im Internet, in sozialen Medien und abends im Fernseher - überall werden wir durch Werbeimpulse beeinflusst oder manchmal sogar genervt. Manche Schätzungen gehen sogar von über 10.000 Werbebotschaften am Tag aus. Und die Zahl der total überflüssigen Impulse und Reize nehmen extrem zu. Die Konsumenten als Rezipienten einer Werbebotschaft können diese Menge an Informationen mittlerweile nur noch in kleinen Bruchteilen aufnehmen und verarbeiten. In diesem Zusammenhang stellt sich die Frage, wie Werbebotschaften im Zeitalter der Reizüberflutung, gestalten werden müssen, um aus der Masse herauszustechen. Hierzu gibt es verschiedene Stilmittel, die in der Werbung angewandt werden können. Ob es die Erzählung von Geschichten (engl. Story-Telling) ist, den Einsatz von akustischen Musik-Elementen, die Aspekte "Attraktivität" und "Sex-Appeals", oder das platzieren von Furchtappellen. Entgegen der Aussage von Gilvy 1988, dass Späße ein Gräuel für jeden Werbefachmann sein sollten, wird Humor in Form von Witz und Unterhaltsamkeit bereits heute in der Breite der deutschen Bevölkerung mit Zustimmung begegnet. Aber dennoch wird Humor


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Product Details
  • ISBN-13: 9783346128751
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Spine Width: 2 mm
  • Weight: 59 gr
  • ISBN-10: 334612875X
  • Publisher Date: 15 Mar 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Reflexion anhand der Kampagne "Be Safe Around Trains"
  • Width: 148 mm


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