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Werbung als Identitätskonstruktion. Selbstbild Samsung vs. Fremdbild Apple: Wie Samsung die Identitäten in einem Werbespot abgrenzt

Werbung als Identitätskonstruktion. Selbstbild Samsung vs. Fremdbild Apple: Wie Samsung die Identitäten in einem Werbespot abgrenzt

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Interkulturelle Kommunikation, Note: 1,7, Zeppelin University Friedrichshafen, Sprache: Deutsch, Abstract: Produkten wohnt nicht nur ein Nutzwert inne, sondern auch ein symbolischer Wert mit Aussagekraft über den Lebensstil und das Selbstbild des Konsumenten. Dieser Umstand ist elementar für die moderne Werbung: Verschiedene Produkte erfüllen die materiellen Bedürfnisse gleichermaßen, sodass eine Differenzierung auf der Ebene der ästhetischen Botschaft stattfindet. Als Praxisbeispiel wird in dieser Arbeit exemplarisch der Werbespot "The Next Big Thing" des südkoreanischen Technologiekonzerns Samsung analysiert. Gegenstand ist der Vergleich des eigenen Smartphones Galaxy S II mit dem Apple iPhone. Im Fokus stehen dabei sowohl die Konstruktion des Selbstbilds Samsungs und dessen Kunden als auch das entworfene Fremdbild des Konkurrenten Apple und dessen Kunden. Es handelt sich demnach um eine Identitätskonstruktion und -analyse aus der Sicht Samsungs auf Apple. Wie werden Subjekt und Identität im Rahmen des Werbespots gedacht? Im Vorfeld der Werbeanalyse wird zunächst in einem theoretischen Teil der Frage der Identifikation und Identität nachgegangen. Kultur und Sprache als Systeme der Repräsentation übermitteln auf verschiedene Weisen Aussagen, das heißt Bedeutung. Wie Repräsentation funktioniert und durch Zeichen und Symbole Bedeutung konstruierbar macht, ist das Fundament, auf dem die Analyse der Identitätskonstruktion aufbaut. Ziel und Effekt aller Werbung ist neben dem Verkauf der Ware auch stets der Aufbau einer Markenidentität. Anhand von Roland Barthes' Theorie des Mythos', die in diesem Teil zunächst erläutert wird, soll abschließend in den Blick genommen werden, welche Bedeutung Samsung von sich selbst bei den Zuschauern seiner Werbung zu etablieren sucht.


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Product Details
  • ISBN-13: 9783668106222
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Sub Title: Wie Samsung die Identitäten in einem Werbespot abgrenzt
  • Width: 148 mm
  • ISBN-10: 3668106223
  • Publisher Date: 10 Dec 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 45 gr


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