Storytelling in Onlinewerbefilmen by Andreas Friedrich
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Storytelling in Onlinewerbefilmen

Storytelling in Onlinewerbefilmen


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About the Book

Schwächelnde Qualitätsmedien und die Möglichkeit von Privatpersonen sowie Unternehmen immer und überall Inhalte im Internet veröffentlichen zu können, führten die letzten Jahre zu einem anschwellenden Informationsrauschen im Netz. Auf der Suche nach neuen Möglichkeiten die werbungsresistenten Rezipienten von Ideen und Produkten zu überzeugen, entdecken Unternehmer und Forscher die alte Methode des Geschichtenerzählens wieder. Als Grundlage der Untersuchung werden die Wirkungsweise von Geschichten über das Prinzip der Mustererkennung und Wahrnehmung des Menschen erklärt und Beispiele für die jeweiligen Einsatzbereiche aufgeführt. Diese Untersuchung beschäftigt sich mit der Frage, welche Faktoren bei einer erfolgreichen Umsetzung von Storytelling in Onlinewerbefilmen eine Rolle spielen. Dafür werden verschiedene erfolgreiche Onlinewerbefilme aus unterschiedlichen Branchen auf Inhalt, narrative Struktur und verwendete Motive hin untersucht. Die Erkenntnisse aus den Analysen werden verglichen, zusammengefasst und anschließend Interpretiert.
About the Author: Andreas Friedrich, B.A. wurde 1989 in Freyung geboren. Sein Studium Informationsmanagement & Unternehmenskommunikation an der Hochschule Neu-Ulm schloss der Autor im Jahre 2013 mit dem akademischen Grad des Bachelor of Arts erfolgreich ab. Während seines Studiums sammelte der Autor umfassende Erfahrungen in der Öffentlichkeitsarbeit sowohl als freier Autor für die Schwäbische Zeitung sowie die Südwestpresse als auch als Stipendiat der Gesellschaft für internationale Zusammenarbeit in Singapur in der Unternehmenskommunikation eines DAX30 Unternehmens. Der Autor wurde aufgrund seiner fachlichen Leistungen und seines Interesses an gesellschaftlichen Fragen, 2012 in die Studienstiftung des deutschen Volkes aufgenommen. Die Wirkung von Kommunikationsmaßnahmen in der Öffentlichkeitsarbeit und die Begeisterung für die Möglichkeiten und Risiken der Kommunikation im Web 2.0, bewegten den Autor zu einer genaueren Betrachtung des Hypes um die Methode des Storytelling, deren Ergebnisse in Form dieses Buches heute vorliegen.


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Product Details
  • ISBN-13: 9783842885882
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 172 gr
  • ISBN-10: 3842885881
  • Publisher Date: 12 Sep 2013
  • Height: 210 mm
  • No of Pages: 96
  • Series Title: German
  • Sub Title: Warum sich Geschichten im Web 2.0 so gut verkaufen
  • Width: 148 mm


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Storytelling in Onlinewerbefilmen
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