Kinder Im Werbenetz Book by Sven Kommer - Bookswagon
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Kinder Im Werbenetz

Kinder Im Werbenetz


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About the Book

Die Idee zu dieser Arbeit entstand in Zusammenhang der Mitarbeit an einem Gutachten zum Thema "Kinder und Werbung", das unter der Leitung von Prof. Dr. Dieter Baacke für das Bundesministerium für Frauen und Jugend erstellt wurde (Baacke/ Sander/ Vollbrecht 1993). Die dort vorgelegten Ana- lysen dienten dann auch als Hintergrund für die Konzeptionierung und Durch- führung meiner Arbeit. Vielen Personen ist für Anregungen und Hilfe zu danken, ich beschränke mich hier auf die Nennung meiner Betreuer Prof. Dr. Dieter Baacke und Prof. Dr. Wilfried Ferchhoff, die immer ein offenes Ohr für meine Fragen und Probleme hatten. Wolfgang Schweins ist für die genaue Durchsicht und Kor- rektur zu danken. Ohne ein zweijähriges Stipendium durch die Graduiertenförderung des Landes NRW hätte sich die Auseinandersetzung mit dieser Arbeit sicher schwieriger gestaltet. 6 Vorwort Medienwerbung ist, seitdem es sie gibt, vor allem immer ein Feld für Marke- tingforschung gewesen; es ging um die Frage, welche Werbemittel und Aus- drucksmodalitäten dem Produktverkauf förderlich (oder hinderlich) sein könnten, und insofern war auch jedes Konzept von 'Werbewirkung' immer vom Interesse des Verkäufers bestimmt. Erst seit relativ kurzer Zeit ändert sich diese Sachlage. Ein erstes Zeichen setzte die Expertise "Kinder und Werbung", die im Auftrag des Bundesministeriums für Frauen und Jugend durch meine Kollegen Uwe Sander und Ralf Vollbrecht sowie durch mich (unter Mitarbeit von Sven Kommer) erarbeitet wurde (1993). In dieser Studie wurde auf viele Forschungsdefizite und unser Nichtwissen über Werbewir- kung hingewiesen und vor vorschneller Aufgeregtheit gewarnt.


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Product Details
  • ISBN-13: 9783810015181
  • Publisher: Vs Verlag Fur Sozialwissenschaften
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 196
  • Series Title: Schriftenreihe Der Gesellschaft Für Medienpädagogik Und Komm
  • Sub Title: Eine Qualitative Studie Zum Werbeangebot Und Zum Werbeverhalten Von Kindern
  • Width: 148 mm
  • ISBN-10: 3810015180
  • Publisher Date: 31 Jan 1996
  • Edition: 1996 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 11 mm
  • Weight: 295 gr


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