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Wirkstoff Werbetext: Storytelling On- Und Offline. Für Konzeptioner, Werbetexter, Grafiker, Autoren, Redakteure Und Auftraggeber

Wirkstoff Werbetext: Storytelling On- Und Offline. Für Konzeptioner, Werbetexter, Grafiker, Autoren, Redakteure Und Auftraggeber

          
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About the Book

1. Bullshit Bingo mit Phrasen, Floskeln und Worthülsen1.2. Werbetexte in gleichen Branchen gleichen sich1.2.1. Creative Game: Bullshit Bingo1.3. Wie kommt es zur Textkrise?1.4. Creative Game: Feierabend1.5. Die Wahrnehmung von Text1.5.1. Creative Game: Übung zur Reihenfolge der Textwahrnehmung 11.5.2. Creative Game: Übung zur Reihenfolge der Textwahrnehmung 21.5.3. Creative Game: Übung zur Reihenfolge der Textwahrnehmung 3
2. Kurze Stilkunde für Werbetexte. Das können Sie sofort verbessern2.1. Wirkungsvolles Texten ist rhythmisches Schreiben 2.2. Kurze Sätze bilden2.3. Konkret statt allgemein schreiben2.4. Das geht unter die Haut: Ansprache der Sinne 2.5. Creative Game: 5 Sinne2.6. Das kannst Du sehen. Schreiben in Bildern 2.7. Jargon, Fachbegriff, Schlüsselwort: nützlich?2.8. Verwenden und vermeiden von Substantiven2.9. Creative Game: Textanalyse2.10. Verwenden und vermeiden von Adjektiven 2.11. Der frischeste Superlativ 2.12. Stehende Wendungen abschütteln2.13. Verben werben und erzählen2.14. Dringend gesucht! Aktiv statt passiv schreiben 2.15. Streiche den erweiterten Infinitiv2.16. Frage nach Problem und Lösung 2.17. Schon hundertmal gehört: Zitat oder nicht Zitat lautet hier die Frage ...2.18. Einzahl statt Mehrzahl2.19. Kopf oder Zahl?2.20. Weiße Schimmel2.21. Mehr als eine Person im Satz? Ich, wir, uns, sie, ihr, dir, du2.22. Sie, Du, Euch?2.23. Sprechen statt Schreiben geht ins Ohr und ins Gedächtnis2.24. Creative Game: Tonalität fürs Schreiben
3. Die Aufgabenstellung. Das Kreativ-Briefing. Bitte zielen3.1. Creative Game: Zielen 1 + 2
4. Die Beurteilung von Werbetext und Gestaltung
5. Schreibblockaden abbauen, überwinden und spielen5.1. Kreativtechniken: spielerisch, assoziativ und synektisch - Creative Games5.2. Creative Game: Fahrstuhl
6. Funktionen des Erzählens im Werbetext 6.1. Idee und Story treffen erst Herz dann Verstand 6.2. Die Story - eine kurze Definition
7. Dramatische Perspektiven auf dem Weg zur Textidee 7.1. Die Abweichung von der Norm7.2. Die Kontextverschiebung7.3. Die Grenzüberschreitung und Ordnungsverletzung7.4. Die Erzählperspektive7.4.1. Creative Game: Erzählperspektive7.5. Auktorial, Personal oder Ich?7.5.1. Creative Game: Vom "Wir" zum "Ich" zum "Sie" 7.6. Wörtliche Rede. Rede mit mir 7.7. Schreiben Sie an Anna. Die Zielgruppe fest im Blick 7.7.1. Creative Game: Schreibe an Anna 7.8. Die Persona 7.8.1. Creative Game: Persona X 7.9. Geben Sie dem Leser das Ja-Wort 7.10. Begeben Sie sich in die Situation 7.11. Lieben Sie Ihre Leser
8. Story-Design und Ideenfindung 8.1. Die Top-10-Storys8.1.1. Creative Game: Storytelling Headline 8.2. Topics für die Story8.2.1. Creative Game: Story-Topics
9. Textsorten der Werbung 1: Headline, Slogan und Claim9.1. Headline-Dramaturgie. Herz schlägt Verstand9.2. Konflikt und auslösen
About the Author: Dr. Albert Heiser studierte Gesellschafts- und Wirtschaftskommunikation an der UDK, Universität der Künste, in Berlin. Er arbeitete als Werbetexter und Kreativ Direktor bei bedeutenden Agenturen: Ogilvy & Mather, Saatchi & Saatchi, Grey/Dorland. Albert Heiser wurde für seine kreativen Leistungen vielfach ausgezeichnet. Er ist u.a. Dozent an der Universität der Künste Berlin, der Filmhochschule Ludwigsburg und der ARD.ZDF Medienakademie. 2001 gründete er das Creative Game Institut. Er forscht über die Wirkung von Gestaltung im Bereich Text, Grafikdesign, Werbefilm und gibt sein Wissen in Seminaren und Trainings für Unternehmen weiter.


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Product Details
  • ISBN-13: 9783658261344
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 315
  • Spine Width: 18 mm
  • Width: 148 mm
  • ISBN-10: 365826134X
  • Publisher Date: 21 Nov 2019
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Weight: 408 gr


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Wirkstoff Werbetext: Storytelling On- Und Offline. Für Konzeptioner, Werbetexter, Grafiker, Autoren, Redakteure Und Auftraggeber
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