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Inszenierung der Glaubwürdigkeit in der Öko-Werbung eines Automobilherstellers

Inszenierung der Glaubwürdigkeit in der Öko-Werbung eines Automobilherstellers


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About the Book

Diplomarbeit aus dem Jahr 2013 im Fachbereich Soziologie - Konsum und Werbung, Note: 2,1, Universität Bielefeld, Sprache: Deutsch, Abstract: Mit der so genannten Öko-Werbung wird der Anspruch erhoben einen "glaubwürdigen Dialog" (vgl. Katz 2002) mit der Öffentlichkeit zu führen. Dieser Anspruch erscheint aufgrund der eigenen Glaubwürdigkeitsvorbehalte der Werbung jedoch etwas paradox. Denn die Werbung hat selbst mit Glaubwürdigkeitsvorbehalten zu kämpfen. Auf der anderen Seite ist Glaubwürdigkeit für die Werbung auch nicht immer erforderlich, denn schließlich gibt es andere essentielle "Güter", wie Aufmerksamkeit. Somit stellt sich die Frage, worauf sich der Glaubwürdigkeitsanspruch der Öko-Werbung gründet. Die Szenarien der Öko-Werbung beinhalten moralische Appelle an das Publikum. Man will die Konsumenten davon überzeugen, dass die Welt schöner und sauberer wird, wenn man nun endlich handelt und den Slogans der grünen Werbung folgt. Damit beansprucht die Öko-Werbung eine gesamtgesellschaftliche Problemstellung lösen zu können, bzw. dieser entgegen zu wirken. Die Öko-Werbung appelliert an das "grüne Gewissen" der Verbraucher. Man will die Rezipienten zum "Umdenken" bewegen und präsentiert sich als eine "sinnstiftende Institution" (vgl. Reichertz 1997) in Sachen Umweltschutz. Daraus erwachsen wiederum Ansprüche an die Werbung als Kommunikationsform. Denn diese "moralische Unternehmung" (vgl. Reichertz 1997) bedarf wiederum einer "glaubwürdigen Inszenierung" (vgl. Willems/Kautt 2003; Willems 2000; Willems/Jurga 1998). Das Publikum soll einerseits sensibilisiert werden, dass der Umweltschutz die Verantwortung jedes einzelnen ist. Und überzeugt werden, dass das beworbene Produkt das erfüllt, was es verspricht. Somit soll die Fragestellung dieser Arbeit lauten: wie inszeniert die so genannte Öko-Werbung Glaubwürdigkeit? Und welche Techniken setzt sie ein? Um dieser Fragestellung auf den Grund zu gehen, wurde im Rahmen dieser Arbeit exemplarisch ein Werbespot des japanis


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Product Details
  • ISBN-13: 9783656962373
  • Publisher: Bod Third Party Titles
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr
  • ISBN-10: 3656962375
  • Publisher Date: 20 Apr 2015
  • Height: 210 mm
  • No of Pages: 66
  • Spine Width: 4 mm
  • Width: 148 mm


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Inszenierung der Glaubwürdigkeit in der Öko-Werbung eines Automobilherstellers
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