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Attraktivität Und Kompetenz Von Models in Der Werbung: Bewusste vs. Unbewusste Einstellungen Gegenüber Jüngeren Und Älteren
Paperback
Series: Essentials
ISBN13: 9783658212612
Publisher: Springer Nature
Published: Mar 8 2018
Pages: 33
Weight: 0.14
Height: 0.09 Width: 5.83 Depth: 8.27
Language: German
Dieses essential zeigt, wie sich neben jüngeren auch ältere Models gezielt in der Werbung einsetzen lassen und welche Altersgruppe für welche Produkte und Dienstleistungen geeignet ist. Passen jüngere Models generell besser zu Produkten für jüngere Konsumenten und gilt dies im Umkehrschluss auch für ältere Models? Möchten Jüngere und Ältere von Personen ihres Alters angesprochen werden oder kommt es auf die Passung zwischen Model und Produkt an? Die Autorin gibt einen Überblick über wissenschaftliche Erkenntnisse und untersucht aus Sicht der Jüngeren als auch der Älteren bewusste und unbewusste Einstellungen im Zusammenhang mit Altersstereotypen.
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