Qualitätssicherung durch Werbung by Andreas Isbarn
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Qualitätssicherung durch Werbung

Qualitätssicherung durch Werbung


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About the Book

Inhaltsangabe: Einleitung: Anlässlich der Internationalen Automobilausstellung 2003 in Frankfurt am Main erschien in bedeutenden deutschen Tageszeitungen und Publikumszeitschriften eine Sonderbeilage des Automobilherstellers Volkswagen mit dem Titel „Aus Liebe zum Automobil". Auf insgesamt 20 Farbseiten erhielt der Betrachter nicht etwa einen Überblick über die aktuellen Modellreihen des Hauses mit expliziten Angaben über Ausstattungsvarianten, technische Details und Preise. Auch Versprechungen über Zuverlässigkeit, Fahreigenschaften und Raumangebot suchte man vergebens. Statt dessen konnte man auf den Doppelseiten im Inneren der Beilage kunstvolle, ästhetische Landschaftsaufnahmen und Alltagsszenen betrachten, auf denen die Modelle des Autobauers teilweise lediglich Dekoration im Hintergrund zu sein schienen. Jedem Bild war ein Gedicht oder eine Verszeile zugeordnet. Lediglich am unteren oder oberen Bildrand wurde jeweils in einem kurzen Text der Name des Fahrzeugs und die emotionalen Beweggründe für dessen Konstruktion genannt (siehe auszugsweise Abbildung 1 und 2 im Anhang). Sinn dieser Kampagne war laut Auskunft des Herstellers „Volkswagen als sympathische, emotionale Marke darzustellen". Ob dieses Ziel erreicht wurde, kann an dieser Stelle nicht beantwortet werden. Eine offensichtlichere Erkenntnis, die sich den Lesern wohl sofort beim Betrachten dieser Werbung aufgedrängt hat, dürfte dagegen gewesen sein, dass der deutsche Automobilbauer sehr viel Geld für diese Anzeige ausgegeben hat. In der Tat hat Volkswagen diese Werbekampagne geschätzte 7 Millionen Euro gekostet. Eine Reihe von Ökonomen behaupten nun, dass gerade diese Einsicht die nützliche Information ist, die aus ansonsten völlig uninformativer Werbung, wie dieser, zu ziehen ist. Die implizite Aussage „wir verschwenden Unmengen an Geld für diese Werbung" soll rationalen Individuen Rückschlüsse auf die Qualität der beworbenen Produkte ermöglichen. Diese Theorien darzustellen und kritisch zu beleuchten


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Product Details
  • ISBN-13: 9783838682723
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838682726
  • Publisher Date: 15 Sep 2004
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 163 gr


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