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Werbung von gestern bis morgen: Die Akzeptanz personalisierter Werbung

Werbung von gestern bis morgen: Die Akzeptanz personalisierter Werbung

          
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About the Book

Inhaltsangabe: Einleitung: Werbung ist Bestandteil unseres täglichen Lebens. Zu Zeiten der Informationsgesellschaft begegnet sie den Menschen fast überall. Die Werbung im Alltag bietet Gesprächsstoff und Reibungspunkte. Sie ist zu allen Zeiten „eine höchst interessante Beobachtungsplattform für zeitgleiche Entwicklungen in anderen gesellschaftlichen Bereichen" (Schmidt, Spieß 1997). Die Art der täglichen Konfrontation mit Werbung verändert sich zusehends. Ende des vorigen Jahrhunderts löste die Aufstellung der ersten Litfasssäule noch kontroverse Diskussionen aus - heute dringt Werbung mehr und mehr in die Privatsphäre der Rezipienten ein. Zunächst werden wesentliche Einflussgrößen aus dem Gegenstandsbereich Werbung referiert, um die derzeitige Werbeentwicklung im Zusammenhang begreifen zu können. Als theoretischer Hintergrund sollen anhand ausgewählter Beispiele die Anfänge der Werbung, ihre historische Entwicklung bis hin zur totalen Personalisierung, wie sie als „konsumkritische Spitze" zum Beispiel in Steven Spielbergs Film „Minority Report" dargestellt wird, aufgezeigt werden. Der Film „Minority Report" zeigt die Zukunft so realistisch, weil die verwendeten Innovationen im Film auf heute schon existierenden Forschungsprojekten und Produkten basieren. Zu den zentralen Themen des Films „Minority Report" gehört die zunehmende Überwachung des Menschen und der Verlust von Privatsphäre. Die totale Kontrolle wird möglich durch einen Augenscanner, welcher nach Anschlägen des 11. September auf mehreren US-Flughäfen installiert wurde. Der Film zeigt extreme Formen der personalisierten Werbung, wie wir sie bisher nur aus dem Internet kennen. Es wird Product-Placement in einem so noch nicht gesehenen Ausmaß gezeigt. In Minority Report schafft es der Konsument nicht, dem permanenten Terror der Werbung zu entgehen. Ist ein „Zeitalter der Ich-Produkte" (Horx 2000), wie es aktuelle Forschungslinien voraussagen, als erstrebenswert anzusehen? Unter „personalisierter Werbung


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Product Details
  • ISBN-13: 9783838681368
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 14 mm
  • Weight: 326 gr
  • ISBN-10: 3838681363
  • Publisher Date: 19 Jul 2004
  • Height: 210 mm
  • No of Pages: 244
  • Series Title: German
  • Sub Title: Die Akzeptanz personalisierter Werbung
  • Width: 148 mm


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