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Imagery Forschung. Beschreibung der Methode und Wirkungsweise

Imagery Forschung. Beschreibung der Methode und Wirkungsweise

          
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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, FOM Hochschule für Oekonomie und Management gemeinnützige GmbH, Hochschulstudienzentrum Hamburg, Veranstaltung: Corporate Communication, Sprache: Deutsch, Abstract: Täglich ist der Mensch einer Vielzahl an Informationen ausgesetzt, die in Form von Texten, Sprache und Bildern auf ihn einwirken. Um diese Flut an Eindrücken verarbeiten zu können, beginnt er, sich selektiv die Informationen rauszufiltern, die für ihn am einfachsten zu verarbeiten sind. Hier gewinnen Bilder an immer größerer Bedeutung. Schon die Entstehungsgeschichte der Menschen lässt auf die wichtige Bedeutung von Bildern schließen. Bereits die Urmenschen kommunizierten mit Hilfe von Bildern, die sie als Zeichnungen an die Höhlenwände anbrachten und auch Kleinkinder versuchen sich über Zeichnungen mitzuteilen. Dementsprechend gern werden Bilder und visuelle Stimuli auch von der Werbung genutzt. Der Hauptvorteil liegt darin, dass Bildinformationen Texten bezüglich ihrer Werbewirkung überlegen sind. Kroeber-Riel sieht die Gründe hierfür in der beinah unbeschränkten menschlichen Aufnahmefähigkeit von Bildern, die dadurch verstärkt wird, dass Bilderinformationen besser im Gedächtnis fixiert werden als Textinformationen. Außerdem besitzen sie ein stärkeres Aktivierungspotential, da durch die auffälligere Gestaltung von Bildern eine größere Aufmerksamkeit bei dem Betrachter gewonnen werden kann als bei einem Text.1 Bilder in der Werbung sorgen jedoch nicht nur für eine erhöhte Aufmerksamkeit der potentiellen Konsumenten, sie sind auch in der Lage Gefühle besser zu transportieren. Sie sind ohne die Unterstützung von textlichen Erklärungen dazu fähig, Einstellungen zu erzeugen und zu ändern. Bildinformationen werden von ihren Betrachtern oft nur im Unterbewusstsein wahrgenommen und gespeichert. Damit kommt es zu einem Beeinflussungseffekt durch Bilder, der von der Werbung gern als Manipulation des Konsumente


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Product Details
  • ISBN-13: 9783656655831
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 178 mm
  • ISBN-10: 3656655839
  • Publisher Date: 22 May 2014
  • Height: 254 mm
  • No of Pages: 20
  • Series Title: German
  • Weight: 54 gr


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Imagery Forschung. Beschreibung der Methode und Wirkungsweise
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