Analyse des Werbespots How to... be first on the draw (Diesel 1997)
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Analyse des Werbespots How to... be first on the draw (Diesel 1997)

Analyse des Werbespots How to... be first on the draw (Diesel 1997)


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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Universität Passau, Veranstaltung: Ästhetik der Fernsehwerbung, Sprache: Deutsch, Abstract: 1991 war die Modemarke Diesel noch unbekannt und undefiniert. Mit dem Einstieg von Joakim Jonason, dem Erfinder und Macher der viel beachteten Diesel-Werbung, bei Renzo Rosso, dem Besitzer der Marke, begann der Wandel:1 Heute gehört Diesel zu den bedeutendsten europäischen Jeansmarken. Auf internationalen Modemessen wird Diesel heute sogar zwischen Luxuslabeln wie Chanel und Burberry präsentiert.2 Sicherlich lässt sich der Erfolg der Marke Diesel nicht allein auf die Werbekampagnen von Jonasons zurückführen. Schenkt man Werbeanalysten und Kommunikationsforschern aber Glauben, so ist die Werbung heute zu einem festen Bestandteil eines Produktes geworden, der sich assoziativ und emotional in unseren Köpfen festsetzt.3 Eines der wichtigsten Merkmale einer Marke ist das spezifische Image, "das über symbolische Produkteigenschaften geschaffen [und] Teil des Lebensstils der Konsumenten [wird]"4. "Wir verkaufen kein Produkt, wir verkaufen einen Lebensstil [...] Das Diesel-Konzept ist alles"5 erklärt Rosso den Erfolg der Marke. Mit der Kampagne "How to..", aus der auch der vorliegende Werbespot "How to... be first on the draw" aus dem Jahr 1997 stammt, startete der Imagewandel der Modemarke. Voraus ging die Einführung des Slogans "For Successful Living"6. Auf diesem aufbauend wurden Diesel-Werbespots zu einem meist brisanten Thema entwickelt und ironisch ad absurdum geführt.7 In dem vorliegenden Werbespot weist sogar erst der eingeblendete Slogan auf die Ironie hin, auf die der Betrachter anhand der Narrativik und Kameraführung, des auditiven Kanals und der Point of View-Shots sowie der ausgeprägten Ästhetik vorbereitet wird. Unterstützt wird die Aussage des Spots durch eine intertextuelle Referenz zum Genre des Westernfilms und einemsich daraus entw


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Product Details
  • ISBN-13: 9783638935258
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 64
  • Series Title: German
  • Sub Title: Unterstützung der Ironie durch filmpsrachliche Mittel
  • Width: 148 mm
  • ISBN-10: 3638935256
  • Publisher Date: 21 Apr 2008
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 145 gr


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