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Schlüsselwerke Der Werbeforschung
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ISBN10: 3658365072
ISBN13: 9783658365073
Publisher: Springer vs
Published: Jan 2 2023
Pages: 389
Weight: 1.06
Height: 0.83 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783658365073
Publisher: Springer vs
Published: Jan 2 2023
Pages: 389
Weight: 1.06
Height: 0.83 Width: 5.83 Depth: 8.27
Language: German
Werbung spiegelt als zentraler Gradmesser die disruptiven Veränderungen unserer Medienlandschaft wider. Das vorliegende Werk möchte eine Reflexion dieser Veränderungen und des damit einhergehenden gesellschaftlichen Wandels bieten. Die Schlüsselwerke der Werbeforschung präsentieren daher über einen hundertjährigen Forschungszeitraum die zentralen Werke der Werbeforschung. Sie geben den unterschiedlichen Perspektiven Raum, die die Forschung an die Werbung heranträgt: Von der Entschlüsselung persuasiver Strategien über die kritische Reflexion des gesellschaftlichen Nutzens der Werbung bis zum Beitrag der Werbeforschung in der Methodenentwicklung moderner empirischer Sozialwissenschaften versammeln sie einen umfassenden und interdisziplinären Aufriss der Werbe- und Persuasionsforschung.
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