Emotionen In Der Werbung Review Empirischer Kulturvergleichender Studien
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Emotionen In Der Werbung
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Author : Denis Zeh
language : de
Publisher: diplom.de
Release Date : 2014-04-11
Emotionen In Der Werbung written by Denis Zeh and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-11 with Language Arts & Disciplines categories.
Inhaltsangabe:Einleitung: Die Informationsüberlastung in der Gesellschaft und Wirtschaft stellt ein zentrales Phänomen dar. In gesättigten Märkten sind die Produkte der Anbieter ausgereift und unterscheiden sich kaum voneinander. Die Produkte werden somit austauschbar. Nun bietet sich die Chance Konsumenten durch emotionale Kommunikation anzusprechen und ein unique selling feeling (USF) zu vermitteln, um eine unique selling proposition (USP) zu schaffen. No advertising researcher, be it a practitioner or an academic, doubts that emotions are an important factor in the advertising process . Die Forschung bezüglich Emotionen im Marketing erhielt in den 80er Jahren einen erheblichen Aufschwung und wichtige Erkenntnisse über die Wirkung von Emotionen in der Werbung konnten gemacht werden. Doch trotz Globalisierung befasst sich die Forschung kaum mit der Rolle von Emotionen bei Konsumentscheidungen in globalen Märkten. Diese Arbeit widmet sich Emotionen in der Werbung und stellt ein Review empirischer kulturvergleichender Studien zu diesem Thema zusammen. Die Studien werden strukturiert, kritisch hinterfragt und ihre Ergebnisse vorgestellt. Da Werbung als Form der sozialen Kommunikation betrachtet werden kann und somit ein Spiegelbild der Kultur ist, wird folgender Frage nachgegangen. Inwieweit unterscheiden sich Emotionen in der Werbung verschiedener Nationen oder Kulturen. Da unterschiedliche Präferenzen und unterschiedliches Verhalten von Konsumenten im Zuge der Standardisierung des internationalen Marketing wenig untersucht werden, sind Erkenntnisse auf diesem Gebiet von hoher Relevanz. Zu Beginn der Arbeit werden theoretische Grundlagen zu Emotionen dargelegt, indem der Emotionsbegriff abgegrenzt wird und verschiedene Emotionstheorien und modelle vorgestellt werden. Im Anschluss erfolgt die Auseinandersetzung mit emotionaler und transformationaler Werbung, um danach auf diverse emotionale Reize einzugehen, die in der Werbung verwendet werden. Daraufhin werden emotionale Reaktionen der Konsumenten auf die Werbung diskutiert. Im nächsten Schritt werden theoretischen Grundlagen zu Kultur aufgezeigt. Hierfür wird Kultur definiert, um anschließend auf die Möglichkeiten der Operationalisierung von Kultur einzugehen. Im Folgenden werden die Themen Emotionen und Kultur zusammengeführt und ein Review empirischer kulturvergleichender Studien präsentiert. Auf die in den Studien untersuchten Aspekte wird eingegangen und die von den Studien [...]
Emotionen In Der Werbung Review Empirischer Kulturvergleichender Studien
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Author : Denis Zeh
language : de
Publisher: Diplomarbeiten Agentur
Release Date : 2011-03
Emotionen In Der Werbung Review Empirischer Kulturvergleichender Studien written by Denis Zeh and has been published by Diplomarbeiten Agentur this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-03 with Business & Economics categories.
Die Forschung bezüglich Emotionen im Marketing erhielt in den 80er Jahren einen erheblichen Aufschwung und wichtige Erkenntnisse über die Wirkung von Emotionen in der Werbung konnten gemacht werden. Doch trotz Globalisierung befasst sich die Forschung kaum mit der Rolle von Emotionen bei Konsumentscheidungen in globalen Märkten. Diese Arbeit widmet sich Emotionen in der Werbung und stellt ein Review empirischer kulturvergleichender Studien zu diesem Thema zusammen. Die Studien werden strukturiert, kritisch hinterfragt und ihre Ergebnisse vorgestellt. Da Werbung als Form der sozialen Kommunikation betrachtet werden kann und somit ein Spiegelbild der Kultur ist, wird folgender Frage nachgegangen. „Inwieweit unterscheiden sich Emotionen in der Werbung verschiedener Nationen oder Kulturen.“ Zu Beginn der Arbeit werden theoretische Grundlagen zu Emotionen dargelegt, indem der Emotionsbegriff abgegrenzt wird und verschiedene Emotionstheorien und –modelle vorgestellt werden. Im Anschluss erfolgt die Auseinandersetzung mit emotionaler und transformationaler Werbung, um danach auf diverse emotionale Reize einzugehen, die in der Werbung verwendet werden. Daraufhin werden emotionale Reaktionen der Konsumenten auf die Werbung diskutiert. Im nächsten Schritt werden theoretische Grundlagen zu Kultur aufgezeigt. Hierfür wird Kultur definiert, um anschließend auf die Möglichkeiten der Operationalisierung von Kultur einzugehen. Im Folgenden werden die Themen Emotionen und Kultur zusammengeführt und ein Review empirischer kulturvergleichender Studien präsentiert. Auf die in den Studien untersuchten Aspekte wird eingegangen und die von den Studien verwendete Methodik kritisch diskutiert. Im Anschluss werden die Ergebnisse der in das Review aufgenommenen Studien dargelegt und in Bezug auf die Standardisierung der internationalen Werbung besprochen.
Affective Societies
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Author : Jan Slaby
language : en
Publisher: Routledge
Release Date : 2019-01-21
Affective Societies written by Jan Slaby and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-21 with Social Science categories.
Affect and emotion have come to dominate discourse on social and political life in the mobile and networked societies of the early 21st century. This volume introduces a unique collection of essential concepts for theorizing and empirically investigating societies as Affective Societies. The concepts promote insights into the affective foundations of social coexistence and are indispensable to comprehend the many areas of conflict linked to emotion such as migration, political populism, or local and global inequalities. Adhering to an instructive narrative, Affective Societies provides historical orientation; detailed explication of the concept in question, clear-cut research examples, and an outlook at the end of each chapter. Presenting interdisciplinary research from scholars within the Collaborative Research Center "Affective Societies," this insightful monograph will appeal to students and researchers interested in fields such as affect and emotion, anthropology, cultural studies, and media studies.
Individualism And Collectivism
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Author : Harry C Triandis
language : en
Publisher: Routledge
Release Date : 2018-10-09
Individualism And Collectivism written by Harry C Triandis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-09 with Social Science categories.
This book explores the constructs of collectivism and individualism and the wide-ranging implications of individualism and collectivism for political, social, religious, and economic life, drawing on examples from Japan, Sweden, China, Greece, Russia, the United States, and other countries.
Six Cultures Studies Of Child Rearing
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Author : Irvin Long Child
language : en
Publisher: New York : Wiley
Release Date : 1963
Six Cultures Studies Of Child Rearing written by Irvin Long Child and has been published by New York : Wiley this book supported file pdf, txt, epub, kindle and other format this book has been release on 1963 with Children categories.
Studies of child rearing and development in Kenya (Gusii), India (Khalapur), Okinawa (Taira), Mexico (Juxtlahuaca), Philippines (Ilocos), United States (New England).
Women Men Gender
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Author : Mary Roth Walsh
language : en
Publisher: Yale University Press
Release Date : 1997-01-01
Women Men Gender written by Mary Roth Walsh and has been published by Yale University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997-01-01 with Social Science categories.
Offers pro and con positions on eighteen gender studies issues, including research priorities, pornography, sexual orientation, gender impact on knowledge, discrimination, and working mothers
How Much Globalization Can We Bear
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Author : Rüdiger Safranski
language : en
Publisher: Polity
Release Date : 2005
How Much Globalization Can We Bear written by Rüdiger Safranski and has been published by Polity this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Political Science categories.
According to current deabtes, ’individualization’ has frequently been proposed as the conceptual counterpart to ’globalization’. It has often seemed that nothing would be left once these processes have fully unfolded, other than individual human atoms dispersed on a globe without any political, economic or cultural structures. Regardless of whether this description is based on any good and valid observation, nobody drew the conclusion that suddenly emerges as evident after reading Rüdiger Safranski’s lucid and timely exploration of the issue: globalization, if it occurs, means a radical change in the human condition. It brings human being in direct confrontation with the world in its totality. Almost unnoticed in broader debate, the scenario of globalization entails a return - in new a radical guise - of the time-honoured question of the ways of being-in-the-world of human beings. In this compelling new book, the philosopher Rüdiger Safranski grapples with the pressing problems of the global age: ‘Big Brother’ states, terrorism, international security and the seeming impossibility of ‘world’ peace. He suggests that the era ofglobalization should not be thought of as that epoch in world history in which all human beings will see themselves in the same, indistinct situation. There will always be, Sanfranski argues, some need for understanding one’s own situation by drawing boundaries and conceptualizing ‘otherness’ and individuality.
The Emotions Of The Ancient Greeks
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Author : David Konstan
language : en
Publisher: University of Toronto Press
Release Date : 2007-12-22
The Emotions Of The Ancient Greeks written by David Konstan and has been published by University of Toronto Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-12-22 with Literary Criticism categories.
It is generally assumed that whatever else has changed about the human condition since the dawn of civilization, basic human emotions - love, fear, anger, envy, shame - have remained constant. David Konstan, however, argues that the emotions of the ancient Greeks were in some significant respects different from our own, and that recognizing these differences is important to understanding ancient Greek literature and culture. With The Emotions of the Ancient Greeks, Konstan reexamines the traditional assumption that the Greek terms designating the emotions correspond more or less to those of today. Beneath the similarities, there are striking discrepancies. References to Greek 'anger' or 'love' or 'envy,' for example, commonly neglect the fact that the Greeks themselves did not use these terms, but rather words in their own language, such as orgê and philia and phthonos, which do not translate neatly into our modern emotional vocabulary. Konstan argues that classical representations and analyses of the emotions correspond to a world of intense competition for status, and focused on the attitudes, motives, and actions of others rather than on chance or natural events as the elicitors of emotion. Konstan makes use of Greek emotional concepts to interpret various works of classical literature, including epic, drama, history, and oratory. Moreover, he illustrates how the Greeks' conception of emotions has something to tell us about our own views, whether about the nature of particular emotions or of the category of emotion itself.
Facing Age
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Author : Laura Hurd Clarke
language : en
Publisher: Rowman & Littlefield Publishers
Release Date : 2010-12-16
Facing Age written by Laura Hurd Clarke and has been published by Rowman & Littlefield Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-12-16 with Social Science categories.
The first book in the new series Diversity and Aging, Laura Hurd Clarke's Facing Age examines the relationship between aging and women in a culture obsessed with youthfulness. From weight gain, to wrinkles, to sagging skin, to gray hair, the book explores older women's complex and often contradictory feelings about their bodies and the physical realities of growing older. Although the women in the book express discontent about their aging visage, they also emphasize the importance of functional abilities and suggest that appearance becomes less central in later life. Drawing on in-depth interviews conducted over a ten year period, Hurd Clarke brings alive feminist theories about aging, beauty work, femininity, and the body. The book also discusses medicine and the aging appearance, with interviews from medical providers and women about treatments such as Botox injections and injectable fillers. This book makes an important and timely contribution to the discussion of gendered ageism and older women's experiences of growing older in a youth-obsessed culture.
The Psychology And Biology Of Emotion
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Author : Robert Plutchik
language : en
Publisher: HarperCollins Publishers
Release Date : 1994
The Psychology And Biology Of Emotion written by Robert Plutchik and has been published by HarperCollins Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Psychology categories.
The importance of emotions in everyday life is the subject of this systematic study which presents students with a broad summary of 30 years of research and theory on emotion, covering both contemporary and historical theories.