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Product Placement in James-Bond-Filmen

Product Placement in James-Bond-Filmen


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About the Book

Inhaltlich unveränderte Neuauflage. Da Filmproduktionen immer teurer werden, ist die Filmindustrie seit lan-gem auf finanzielle oder geldwerte Unterstützung von außen ange-wie-sen. Gleich-zeitig versuchen Unternehmen, sich durch Kommuni-kation von der Konkurrenz abzu-grenzen. Die Schnitt--stelle zwischen Filmpro-duk-tion und Unter-neh-mens-kommuni-kation heißt Product Placement. Die Filmreihe James Bond über den britischen Geheimagenten ist seit dem ersten Film 1962 ein cinematographisches Beispiel für einen Mythos, der Product Placement werbewirksam inszeniert. An keiner anderen Filmreihe lässt sich diese Entwicklung so gut nachvollziehen. Nadja Tata untersucht wir-kungsrelevante Kriterien und schafft damit ein theoretisches Verständnis für Product Placement. Sie illustriert es mit der Praxis in James Bond Fil-men: Zusammen mit den Erlebniswelten, in denen Bond agiert, wird un-tersucht, welche Dienstleistungen und Pro-dukte im Laufe der Jahre plat-ziert wurden. Experteninterviews, Litera-tur- und Internetrecherche sowie zahlreiche Screenshots unterstützen die Darstellung von Chancen und Risiken von Product Placement als Kommunikationsinstrument. Ein Buch für Kunst-schaffende und Kritiker, Marke-ting- und Werbefachleute sowie alle am Thema Interessierten.


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Product Details
  • ISBN-13: 9783639401325
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: AV Akademikerverlag
  • Height: 229 mm
  • No of Pages: 164
  • Spine Width: 10 mm
  • Width: 152 mm
  • ISBN-10: 3639401328
  • Publisher Date: 20 Apr 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 299 gr


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