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Werbung Und Werte

Werbung Und Werte


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About the Book

Werte und Werbung? Wie passt das zusammen? Sind wir doch geneigt, in der Werbung, der es um Konsummaximierung geht, keine ethische Normgebung zu vermuten. Ist diese Einstellung falsch? Kann die Forschung doch Werte in der Werbung entdecken? Und welche? Diesem Fragenkomplex, der die klassische Werbeforschung bei weitem übersteigt und in philosophische, ja religiöse - sammenhänge hineinführt, widmet sich engagiert und couragiert Joanna Golonka im vorliegenden Buch. Bemerkenswert ist darüber hinaus nicht nur, dass eine polnische Nachwuchswissenschaftlerin sich der schwierigen Fragestellung - nimmt, sondern auch dass sie sie methodisch im Vergleich "Werte in der de- schen Werbung - Werte in der polnischen Werbung" angeht. Die Sache wird auch deshalb spannend, weil Werte ja nicht nur Kategorien der Ethik sind, sondern auch solche der Marktwirtschaft. Also stehen sich schon zwei Wertbegriffe gegenüber. Hinzu kommt ein dritter "Wert", nämlich der der individuellen Wertorientierung, wie Liebe, Familie, Freiheit, Glück und anderes mehr. Joanna Golonka bringt Licht in das verschwommene Verhältnis von W- bung und Werten, indem sie Werte als Konzeptionen des Wünschenswerten, die unser Handeln beeinflussen, bestimmt. Oder einfach: Werte sind all das, was für einen Menschen oder eine Personengruppe wertvoll ist.
About the Author: Dr. Joanna Golonka ist Dozentin und wissenschaftliche Mitarbeiterin am Institut für Germanistik der Universität Rzeszow (Polen).


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Product Details
  • ISBN-13: 9783531165769
  • Publisher: Vs Verlag Fur Sozialwissenschaften
  • Publisher Imprint: Vs Verlag Fur Sozialwissenschaften
  • Edition: 2009 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 24 mm
  • Weight: 594 gr
  • ISBN-10: 3531165763
  • Publisher Date: 17 Feb 2009
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 456
  • Series Title: German
  • Sub Title: Mittel Ihrer Versprachlichung Im Deutschen Und Im Polnischen
  • Width: 148 mm


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