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Mit Witz, Charme und Pointe

Mit Witz, Charme und Pointe


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About the Book

Inhaltsangabe: Einleitung: Werbung sieht heute überall anders aus als noch vor zehn oder fünfzehn Jahren. Sie soll intelligent sein, anders als die vielen platten Lifestyle-Botschaften, die bis in die 80er Jahre Produkte anpriesen, ohne den Menschen Geschichten zu erzählen. Glaubwürdig sollen die Werbebotschaften sein und gleichzeitig spritzig und frech. Großbritannien gehört mit Deutschland und Frankreich zu den drei größten Werbemärkten Europas. Während allerdings den Engländern seit Jahren originelle Werbekampagnen gelingen, die für ihren Witz regelmäßig auf allen wichtigen internationalen Werbefestivals mit Preisen belohnt werden, gilt die deutsche Werbung im europäischen und internationalen Vergleich nicht als besonders amüsant. Über ihren Zustand wird seit Jahren von Werbepraktikern und Werbetheoretikern diskutiert. Besonders der fehlende Humor im deutschen Werbeland wird regelmäßig beklagt, dies häufig von deutschen Werbern selbst. „Wir haben einfach keinen Humor, dafür aber gute Autos. Ist doch auch was", bringt z.B. Othmar Severin, ehemaliger Vorstandsvorsitzender des ADC, dies zum Ausdruck. Oft wird ein Vergleich mit den englischen Werbe-Kollegen unternommen und die Qualität der deutschen Werbung an der der englischen gemessen. Woran aber liegt es nun, daß den Engländern seit Jahren kontinuierlich witzige Werbung gelingt, diese aber in Deutschland dagegen nicht die Regel zu sein scheint? Von Fachleuten, die sich mit diesem Thema beschäftigen, werden dafür oft ganz allgemein Mentalitätsunterschiede verantwortlich gemacht. Ziel dieser Arbeit soll es sein, sich einmal genauer mit diesen Unterschieden zu beschäftigen. Ich möchte dabei u.a. folgende Fragen untersuchen. Was ist eigentlich „englischer" und was „deutscher" Humor? Wie ist der Humor in der englischen und wie in der deutschen Kultur verankert und wie spiegelt sich dieser in der jeweiligen Werbung wieder? Wie wird der Witz in einer deutschen und wie in einer englischen Werbeanzeige aufgeba


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Product Details
  • ISBN-13: 9783838627595
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 227 gr
  • ISBN-10: 3838627598
  • Publisher Date: 15 Oct 2000
  • Height: 210 mm
  • No of Pages: 128
  • Series Title: German
  • Sub Title: Englischer und Deutscher Humor in der Werbung - Ein Kulturvergleich
  • Width: 148 mm


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