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Humor in der Werbung
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ISBN10: 363944406X
ISBN13: 9783639444063
Publisher: Blues Kids Of Amer
Published: Jul 18 2012
Pages: 152
Weight: 0.51
Height: 0.35 Width: 6.00 Depth: 9.00
Language: German
ISBN13: 9783639444063
Publisher: Blues Kids Of Amer
Published: Jul 18 2012
Pages: 152
Weight: 0.51
Height: 0.35 Width: 6.00 Depth: 9.00
Language: German
Inhaltlich unveränderte Neuauflage. Humor wird als Stilmittel in der Werbung in Deutschland nach wie vor wesentlich seltener eingesetzt als im europäischen und US-amerikanischen Ausland. In der zurückhaltenden Einstellung vieler Marketingverantwortlicher drückt sich zumeist die Sorge aus, dass das Produktimage durch eine humorvolle Werbeinszenierung Schaden nehmen könne. Der Chance, sich durch Humor in der Werbung positiv und nachhaltig von Mitbewerbern abzusetzen, steht das Risiko entgegen, den angestrebten Werbeerfolg durch unerwünschte Nebeneffekte zu verfehlen. Irka Schneider analysiert die positiven und negativen Effekte von Humor auf die verschiedenen Ebenen der Werbewirkung und lässt die Ergebnisse ihrer fundierten Untersuchung in Handlungs-empfehlungen für die Werbepraxis einflie en. Die interdisziplinär angelegte Auswertung aktueller Forschungsergebnisse ergänzt die Autorin durch eine eigene Untersuchung zum Effekt humorvoller Werbung auf die Erinnerungsleistung der Rezipienten. Die ent-scheidenden Wirkungszusammenhänge und Einflussfaktoren wer-den verständlich und anschaulich anhand zahlreicher Beispiele dargestellt. Das Buch bietet Entscheidungsträgern in Werbung und Marke-ting einen kompakten, aktuellen und praxisorientierten Überblick zum Thema Humor in der Werbung.
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