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Werbewirksamkeit von Product Placement am Beispiel des Kinofilms "I, Robot"

Werbewirksamkeit von Product Placement am Beispiel des Kinofilms "I, Robot"

          
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About the Book

Studienarbeit aus dem Jahr 2009 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Hochschule der Medien Stuttgart, Veranstaltung: Wissenschaftliches Arbeiten, Sprache: Deutsch, Abstract: Die Werbung ist eines der wichtigsten Instrumente der Wirtschaft um Kunden über Produkte zu informieren und sie nach Möglichkeit zum Kauf des jeweiligen Produktes zu bewegen. Ständig werden neue Werbestrategien entwickelt und getestet. Jedem sind schon einmal bekannte Marken oder Firmen in Filmen aufgefallen und manch einer hat auch schon darüber nachgedacht ob eine solche Werbung beabsichtigt wurde und ob diese Werbeform nicht mit dem Gesetz in Konflikt gerät. Product Placement ist mittlerweile eine häufige Werbeform in Spielfilmen und sogar TV-Serien. Diese Form ist mindestens genauso umstritten wie erfolgreich. Diese Tatsache macht das Thema interessant und hat auch mich dazu bewegt mir genau dies näher anzusehen. Das Filmbeispiel "I, Robot" habe ich gewählt, weil mir in diesem Film das erste Mal eine Produktplatzierung aufgefallen war. Ziel dieser Arbeit ist, die Werbewirksamkeit von Product Placement anhand des Beispielfilms "I, Robot" herauszuarbeiten. Dazu werden zunächst die Grundlagen und allgemeinen rechtlichen Rahmenbedingungen erläutert. Danach wird der Beispielfilm analysiert und die einzelnen Placements aufgeführt. In dieser Arbeit liegt der Schwerpunkt auf dem "I, Robot" Placement von Audi.


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Product Details
  • ISBN-13: 9783640881192
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3640881192
  • Publisher Date: 01 Apr 2011
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 86 gr


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