Anthropomorphismus Als Kommunikationsinstrument Im Marketing Vermenschlichung Von Objekten Und Ihre Bedeutung
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Anthropomorphismus Als Kommunikationsinstrument Im Marketing Vermenschlichung Von Objekten Und Ihre Bedeutung
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Author : Marianela Elisa Manzoni
language : de
Publisher: Diplomica Verlag
Release Date : 2012-06
Anthropomorphismus Als Kommunikationsinstrument Im Marketing Vermenschlichung Von Objekten Und Ihre Bedeutung written by Marianela Elisa Manzoni and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-06 with Business & Economics categories.
In dieser Studie soll das Ph„nomen des Anthropomorphismus in der Kommunikation im Marketing untersucht werden. Besonders in der Werbung wird sehr oft auf dieses Instrument zurckgegriffen. Produkte, Dienstleistungen, Unternehmen und Marken sollen unterbewusst mit anthropomorphen Attributen assoziiert werden. Im Marketing geht es darum, sich diesen Mechanismus zunutze zu machen und sich im Sinne der Markenfhrung vorteilhaft und positiv darzustellen. Ziel ist es, den Konsumenten fr die beworbene Marke zu gewinnen. Aufgrund der ges„ttigten M„rkte, bei denen eine Grundnutzenorientierung schon lange nicht mehr ausreicht, streben Konsumenten nach Zusatznutzen stiftenden Erlebnissen, die alle Sinne ansprechen. Dies kann durch die emotionale Aufladung von Produkten und Marken erreicht werden. Das Produkt- oder Markenerlebnis steht heute im Vordergrund, der Konsument m”chte bei einem Konsumerlebnis immer positive Gefhle empfinden. Emotionale Appelle an den Konsumenten wirken vor allem im Unterbewusstsein. Die Neigung zum anthropomorphisierenden Denken geschieht ebenfalls unterbewusst. Eine empirische Untersuchung, bestehend aus Einzelbefragung und Fokusgruppe, berprft die Zusammenh„nge der hypothetischen Konstrukte dieser Studie. Der Fokus liegt aber auf einer theoretischen Auseinandersetzung mit dem Thema.
The Marketing Power Of Emotion
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Author : John O'Shaughnessy
language : en
Publisher: Oxford University Press on Demand
Release Date : 2003
The Marketing Power Of Emotion written by John O'Shaughnessy and has been published by Oxford University Press on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
Table of contents
The New Anthropomorphism
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Author : John S. Kennedy
language : en
Publisher: Cambridge University Press
Release Date : 1992-07-16
The New Anthropomorphism written by John S. Kennedy and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1992-07-16 with Philosophy categories.
In this 1992 book, John Kennedy's point is that explicit anthropomorphism was well-nigh killed by fierce criticism from the radical Behaviourists, but that we have to recognize that today there is a new anthropomorphism which is much harder to avoid because it is unintended and largely unconscious. For that reason even those who if they were asked would firmly reject anthropomorphism nevertheless unwittingly slip into it from time to time. This book contains nineteen essays on behavioural concepts which have seldom been identified as anthropomorphic but in fact bear that connotation and lead to mistakes. Some of these, such as search images in birds and the learning of grammatical language by apes, have been seen through as errors after a time. A greater number, such as efference copy, goal-directedness, cognition and suffering in animals, are still current though not yet regarded as erroneous. The final chapter outlines things we can do to minimise the damage it does to the causal analysis of animal behaviour.
If A Lion Could Talk
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Author : Stephen Budiansky
language : en
Publisher: Free Press
Release Date : 2015-11-21
If A Lion Could Talk written by Stephen Budiansky and has been published by Free Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-21 with Science categories.
How many of us have caught ourselves gazing into the eyes of a pet, wondering what thoughts lie behind those eyes? Or fallen into an argument over which is smarter, the dog or the cat? Scientists have conducted elaborate experiments trying to ascertain whether animals from chimps to pigeons can communicate, count, reason, or even lie. So does science tell us what we assume -- that animals are pretty much like us, only not as smart? Simply, no. Now, in this superb book, Stephen Budiansky poses the fundamental question: "What is intelligence?" His answer takes us on the ultimate wildlife adventure to animal consciousness. Budiansky begins by exposing our tendency to see ourselves in animals. Our anthropomorphism allows us to perceive intelligence only in behavior that mimics our own. This prejudice, he argues, betrays a lack of imagination. Each species is so specialized that most of their abilities are simply not comparable. At the mercy of our anthropomorphic tendencies, we continue to puzzle over pointless issues like whether a wing or an arm is better, or whether night vision is better than day vision, rather than discovering the real world of a winged nighthawk, a thoroughbred horse, or an African lion. Budiansky investigates the sometimes bizarre research behind animal intelligence experiments: from horses who can count or ace history quizzes, and primates who seem fluent in sign language, to rats who seem to have become self-aware, he reveals that often these animals are responding to our tiny unconscious cues. And, while critically discussing scientists' interpretations of animal intelligence, he is able to lay out their discoveries in terms of what we know about ourselves. For instance, by putting you in the minds of dogs or bees who travel by dead reckoning, he demonstrates that this is also how you find your way down a familiar street with almost no conscious awareness of your navigation system. Modern cognitive science and the new science of evolutionary ecology are beginning to show that thinking in animals is tremendously complex and wonderful in its variety. A pigeon's ability to find its way home from almost anywhere has little to do with comparative intelligence; rather it is due to the pigeon's very different perception of the world. That's why, as Wittgenstein said, "If a lion could talk, we would not understand him." In this fascinating book, Budiansky frees us from the shackles of our ideas about the natural world, and opens a window to the astounding worlds of the animals that surround us.
2019 14th Acm Ieee International Conference On Human Robot Interaction Hri
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Author : IEEE Staff
language : en
Publisher:
Release Date : 2019-03-11
2019 14th Acm Ieee International Conference On Human Robot Interaction Hri written by IEEE Staff and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-11 with categories.
HRI is a highly selective annual conference that showcases the very best research and thinking in human robot interaction HRI is inherently interdisciplinary and multidisciplinary, reflecting work from researchers in robotics, psychology, cognitive science, HCI, human factors, artificial intelligence, organizational behavior, anthropology, and many other fields
Mind Mapping
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Author : Tony Buzan
language : en
Publisher: Pearson Education
Release Date : 2006
Mind Mapping written by Tony Buzan and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Education categories.
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