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Über die unterschiedliche Wirkung von Involvement auf die Rezeption von Werbeanzeigen

Über die unterschiedliche Wirkung von Involvement auf die Rezeption von Werbeanzeigen

          
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About the Book

Bachelorarbeit aus dem Jahr 2008 im Fachbereich Psychologie - Arbeit, Betrieb, Organisation und Wirtschaft, Note: 1,3, Hochschule Fresenius; Köln, Veranstaltung: Wirtschaftspsychologie, Sprache: Deutsch, Abstract: Bei der Gestaltung von Werbeanzeigen werden von den Werbetreibenden unterschiedliche Aspekte berücksichtigt. Neben den üblichen formalen und kreativen Kriterien wie dem Layout, der Typografie, der Verwendung von Testimonials etc. gilt es, auch weitere Bestandteile treffsicher und zielgruppengerecht auszuwählen Ein besonderes Element gilt hierbei der Ansprache des Rezipienten. Diesbezüglich wird zwischen der direkten Ansprache mit dem Personalpronomen "Sie" und der indirekten Anrede mit dem Pronomen "Ich" unterschieden. Es kommt die Frage auf, ob der Konsument vorzugsweise mit der einen oder der anderen Anrede angesprochen werden sollte. Des Weiteren wird zwischen Profit-Anzeigen, die für Konsumgüter und Dienstleistungen werben, und Social-Anzeigen, die sich auf soziale Kampagnen beziehen, unterschieden. Die vorliegende Bachelorarbeit widmet sich genau diesen Aspekten - einerseits dem Anzeigentyp sowie andererseits der Anredeform. Hierzu wurde eine experimentelle Studie mit 137 Probanden durchgeführt. Diesen wurde jeweils eine von vier unterschiedlichen Fragebogenversionen dargeboten, die sie bewerten sollten. Bei den Werbeanzeigen handelte es sich jeweils um zwei Profit- und Social-Anzeigen, die für eine fiktive Bank bzw. für eine fiktive Hilfsorganisation warben und entweder die direkte ("Sie") oder indirekte Anrede ("Ich") enthielten. Ältere Personen bewerteten Profit-Anzeigen dann bes-ser, wenn diese das direkte Pronomen "Sie" enthielten. Social-Anzeigen erhielten von ihnen bessere Werte, wenn sie die indirekte Ansprache mit "Ich" beinhalteten.


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Product Details
  • ISBN-13: 9783656035213
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3656035210
  • Publisher Date: 31 Oct 2011
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr


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