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Vergleichende Werbung. Definition, Formen und Wirkungsweise

Vergleichende Werbung. Definition, Formen und Wirkungsweise


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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Hochschule Emden/Leer, Sprache: Deutsch, Abstract: Durch den Wandel vom Verkäufer- zum Käufermarkt, der in den 70er-Jahren in Deutschland begonnen hat, hatte der Verbraucher ein steigendes Angebot an Waren, aus denen er wählen konnte. In diesem Markt gibt eine hohe Anzahl an Verkäufern, die ihre Produkte an eine begrenzte Anzahl an Käufern vertreiben. Dies führt dazu, dass sich Anbieter am Markt voneinander abgrenzen müssen. Dies geschieht vorzugsweise mit hausgemachter Werbung. Häufig kommt es dabei vor, dass das unternehmenseigene Angebot, mit dem der Mitbewerber verglichen wird. Diese Fälle werden im Wettbewerbsrecht als vergleichende Werbung bezeichnet und führen häufig zu Rechtsstreitigkeiten. Speziell für diesen Fall gibt es in Deutschland den § 6 im Gesetz für unlauteren Wettbewerb. Ziel der Arbeit ist es, dem Leser sowohl die Handhabung vergleichender Werbung innerhalb Deutschlands, als auch ihre Wirkung exemplarisch anhand von Beispielen aus der alltäglichen Praxis verständlich darzustellen. Zu Beginn werden dem Leser die Begrifflichkeit und die rechtlichen Rahmenbedingungen der vergleichenden Werbung nähergebracht. Anschließend wird die historische Entwicklung der rechtlichen Handhabung dieser Thematik innerhalb Deutschlands beschrieben. In den darauf nachfolgenden Kapiteln drei und vier wird aufgezeigt, welche vergleichenden Werbeformen es in der Praxis gibt und wie diese sowohl Verbraucher als auch Unternehmen beeinflussen. Zum Ende der Arbeit werden noch einige Beispiele genannt, anhand derer oben erarbeitete Aspekte erläutert werden.


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Product Details
  • ISBN-13: 9783346515582
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 42
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346515583
  • Publisher Date: 15 Jul 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 118 gr


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Vergleichende Werbung. Definition, Formen und Wirkungsweise
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