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Überzeugungsstrategien in Der Werbung: Eine Längsschnittanalyse Von Zeitschriftenanzeigen Des 20. Jahrhunderts
Paperback
Series: Studien Zur Kommunikationswissenschaft, Book 14
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ISBN10: 3531128094
ISBN13: 9783531128092
Publisher: Springer Nature
Published: Jan 1 1995
Pages: 208
Weight: 0.57
Height: 0.45 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783531128092
Publisher: Springer Nature
Published: Jan 1 1995
Pages: 208
Weight: 0.57
Height: 0.45 Width: 5.83 Depth: 8.27
Language: German
Die Ergebnisse einer Inhaltsanalyse von mehr als 3.500 Anzeigen dokumentieren den Einflu des Sozialen Wandels und einer zunehmenden Lebensstilorientierung auf Werbung als gesellschaftlich bedeutsamen Teilbereich öffentlicher Kommunikation. Im Hinblick auf die verwendeten Überzeugungsstrategien allerdings haben sich Zeitschrifteninserate wenig verändert. Zu allen Zeiten verzichtet Werbung weitgehend auf Kommunikationsformen, die sich in der klassischen Persuasionsforschung als wirkungsvoll erwiesen haben, wie zum Beispiel Furchtappelle oder Hinweise auf Negativaspekte (zweiseitige Argumentation). Statt dessen setzt sie der Alltagswirklichkeit schon seit Beginn dieses Jahrhunderts eine Welt überwiegend schöner Bilder und angenehmer Botschaften entgegen.
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