Audiovisuelle Emotionslenkung immersiver Werbekommunikation
Audiovisuelle Emotionslenkung immersiver Werbekommunikation

Audiovisuelle Emotionslenkung immersiver Werbekommunikation


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About the Book

Forschungsarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Hochschule für Film und Fernsehen "Konrad Wolf" Potsdam-Babelsberg, Sprache: Deutsch, Abstract: Um die mehrdimensionalen emotiven Prozesse, die bei der Rezeption audiovisueller Medienangebote stattfinden abbildbar und untersuchbar zu machen, hat Jens Eder ein Modell entwickelt, dass die emotionalen Reaktionen der Rezipientinnen und Rezipienten auf unterschiedlichen Stufen betrachtet. Im ersten Teil der vorliegenden Arbeit werde ich die theoretischen Grundlagen für diese Modellbildung aufzeigen und in einem nächsten Schritt überprüfen, inwieweit sich das 2007 für zweidimensionale Inhalte entwickelte Modell auf Medienangebote in Virtual Reality übertragen lässt. Diesem wird in einer Studie von YuMe und Nielsen von allen untersuchten Medienformen die höchste emotionale Wirksamkeit zugeschrieben und wurde an anderer Stelle auch schon in Anlehnung an Ed Tan (1996) als "empathy machine" (Hagendorff 2016) bezeichnet. Exemplarisch wird daher versucht Eders Modell zur Analyse der immersiven Werbeexperience Jigsaw anzuwenden, um abschließend eine Einschätzung geben zu können, ob das Modell auch in der analytischen Betrachtung immersiver Medienangebote wie Virtual Reality Anwendung finden kann.


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Product Details
  • ISBN-13: 9783346107053
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Spine Width: 2 mm
  • Weight: 109 gr
  • ISBN-10: 3346107051
  • Publisher Date: 06 Jan 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine Analyse der Werbeexperience Jigsaw
  • Width: 148 mm


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