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Ethik und Werbung. Wenn die Geschmacksgrenze gezielt überschritten wird

Ethik und Werbung. Wenn die Geschmacksgrenze gezielt überschritten wird

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich Medien / Kommunikation - Journalismus, Publizistik, Note: 1.0, Katholische Universität Eichstätt-Ingolstadt, Veranstaltung: Ethik der öffentlichen Kommunikation, Sprache: Deutsch, Abstract: Brennende Papageien, diebische Gorillas, kopulierende Puppen, dumme Arbeitslose, verwesende Zombies oder Jesus mit einer Fernbedienung: Immer wieder reizen Unternehmen in ihren Werbekampagnen die Geschmacksgrenzen der Rezipienten gezielt aus. Denn für die Werbetreibenden wird es immer schwieriger, die Aufmerksamkeit der Konsumenten auf ein bestimmtes Produkt oder einen bestimmten Spot zu lenken. Am 3. November 1956 wurde das Fernsehen als Werbeträger in Deutschland entdeckt. Der erste Spot wurde vom Bayerischen Rundfunk ausgestrahlt und warb für "Persil". Von diesem Tag an, wurde das Programm immer häufiger für Werbung unterbrochen. Mittlerweile buhlen im deutschen Fernsehen täglich knapp 9000 Werbespots um die Aufmerksamkeit der Zuschauer. Hinzu kommen die kaum zählbaren Zeitungs-, Plakat-, Zeitschriften-, Hörfunk- und Internetwerbungen. Beachtung finden dabei nur sehr wenige Werbekampagnen. Die Rezipienten sind übersättigt von zuviel Werbung, die Fernbedienung ist für sie das ideale Mittel, um unliebsame Werbeunterbrechungen einfach weg zu zappen, Werbeanzeigen in Zeitungen und Zeitschriften werden größtenteils überblättert. Diesem Schwund an Aufmerksamkeit versuchen die Werbetreibenden mit fast allen Mitteln entgegenzuwirken und so die Verkaufszahlen des beworbenen Produktes in die Höhe zu treiben. Sie nutzen sexuelle Anspielungen, brechen Tabus oder schaffen humorvolle Werbeslogans. Immer wieder stößt derart provozierende und ethisch oft fragwürdige Werbung aber auch auf Kritik und Protest in der Öffentlichkeit. Allein im Jahr 2005 beschwerten sich 788 Bürger und Institutionen beim deutschen Werberat, einem Selbstkontrollorgan der werbetreibenden Wirtschaft, und beanstandeten insgesamt 258 Werbeaktivitäten. In 70 Fällen stimmt


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Product Details
  • ISBN-13: 9783656453680
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3656453683
  • Publisher Date: 26 Jul 2013
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr


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