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Nutzung nonverbaler Kommunikation in der deutschen TV-Werbung

Nutzung nonverbaler Kommunikation in der deutschen TV-Werbung

          
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About the Book

Studienarbeit aus dem Jahr 2011 im Fachbereich Psychologie - Sozialpsychologie, Sprache: Deutsch, Abstract: Nonverbale Kommunikation dürfte den meisten Menschen bekannt sein und mit Beginn der Ausstrahlung1 der TV-Serie "Lie to me" wurde das Thema publikumswirksam in die heimischen Wohnzimmer gebracht. Einschlägige Ratgeber beschäftigen sich mit der Körpersprache und bieten ihren Lesern Hilfe im beruflichen Alltag2 oder in verschiedenen Situationen3 an. Es ist selbstverständlich in der zwischenmenschlichen Kommunikation zu nonverbalen Signalen zu greifen, zumeist geschieht dies vollkommen unbewusst und manche davon sind nur mit großen Aufwand unterdrückbar. In der Kommunikation der TV-Werbung wird der körperliche Ausdruck gezielt eingesetzt, soll aber zugleich den Schein des Echten und Spontanen erwecken (Hickethier, 2007, S. 171).Da es sehr viel Werbung für die verschiedensten Zielgruppen, gibt, wird die Untersuchung auf die Werbung im Abendprogramm von ca. 19 Uhr bis 23 Uhr beschränkt. Vormittags und Nachmittags kann man davon ausgehen, dass unter anderem bzw. zwischen einschlägigen Kindersendungen überwiegend Kinder als Zielgruppe angesprochen werden und nach 23 Uhr, im Nachtprogramm, beginnt zunehmend sexuell orientierte Werbung einzufließen. In der Regel kann man davon ausgehen, dass die zu untersuchenden Werbeclips also die Kernzielgruppe der 14- bis 49-jährigen anvisiert (Karstens, Schütte, 2010, S. 23). Diese Hausarbeit soll untersuchen, ob bei menschlichen Akteuren innerhalb der TV-Werbung zu nonverbaler Kommunikation gegriffen wird und in welchem Umfang dies stattfindet. Deren Wirksamkeit ist nicht Gegenstand dieser Arbeit. Dazu wird die nicht-hörbare und in der Mimik erkennbare nonverbale Kommunikation der Schauspieler in den Werbeclips mit der Methode des EmFACS (emotional Facial Action Coding System) erfasst und in einen vorbereiteten Fragebogen eingetragen. Die dadurch ermittelten Daten werden später, mit Hilfe eines Kodierbogens, in eine SPSS-Datei


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Product Details
  • ISBN-13: 9783640993383
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3640993381
  • Publisher Date: 30 Aug 2011
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 122 gr


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