Kinderwerbung. Strategien und Gestaltung von Werbung speziell für Kinder (German Edition)

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Studienarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation – Film und Fernsehen, Phrase: 1,three, Universität Siegen, Veranstaltung: Werbung in Print- und AV-Medien, 10 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Kinder gelten heute als "wichtige lukrative Zielgruppe" (Mayer 1998:forty 9) der Industrie. Durch ihre verfügbaren Geldmittel aus monatlichen Geldbezügen, durch Taschengeld, Jobben oder Geldgeschenke, stellen Kinder eine kräftige Käufergruppe dar. Deshalb richtet sich die Werbebranche direkt an sie: "Fernsehwerbung für Kinder nimmt einen Umfang ein, der deutlich macht, dass Kinder eine stark gefragte Zielgruppe sind und damit einen entscheidenden Wirtschaftsfaktor darstellen.“ (Aufenanger: 1997:forty two).

Nicht umsonst wird heute Werbung speziell für Kinder entwickelt, denn die kleinen Rezipienten üben einen gewissen Kaufdruck auf Eltern aus und stellen „’Warenpropagandisten’ innerhalb der Familien“ (Holdenried 1995:ninety) und im Freundeskreis dar und sind somit zu attraktiven Kunden geworden. Schließlich werden die Kinderprogramme im Privatfernsehen genutzt, um dort Werbespots, in denen fast ausschließlich kinderspezifische Produkte beworben werden, zu platzieren.

In meiner Hausarbeit beschäftige ich mich mit den Strategien der Werbemacher und untersuche, wie deren Werbespots gestaltet, und wie diese im Kinderprogramm eingebettet werden. Ich orientiere mich dabei an einer Aussage von Aufenanger (1997:29), in der er bekräftigt, dass zwischen Programm und Werbung immer stärkere Vermischungen stattfinden.
Meine Fragestellung lautet folgendermaßen:
Welche Stilmittel nutzt Kinderwerbung und inwieweit werden die Grenzen zwischen Programm und Werbung verwischt?

In Kapitel 2 werde ich kurz auf den Rundfunkstaatsvertrag eingehen, der klare Richtlinien zur Trennung von Werbung und Programm aufstellt. Des weiteren möchte anhand der Analyse eines Werbespots und eines Sendeausschnittes des Kinderprogramms des Privatsenders Kabel 1 untersuchen, durch welche Strategien diese Trennungslinien zwischen Werbung und Programm verschwimmen und ob die Regeln des Rundfunkstaatsvertrags aufgeweicht werden. Dazu werde ich im 4. Kapitel die Werbekompetenz von Kindern betrachten und der Frage nachgehen, ob sie überhaupt in der Lage sind Programm und Werbung zu differenzieren.

Product Details

  • File Size: 878 KB
  • Print Length: 26 pages
  • Page Numbers Source ISBN: 3638877191
  • Publisher: GRIN Verlag; 1 edition (April 12, 2006)
  • Publication Date: April 12, 2006
  • Sold by:  Amazon Digital Services LLC
  • Language: German
  • ASIN: B007GYFCJM
  • X-Ray: Not Enabled
  • Word Wise: Not Enabled
  • Lending: Not Enabled
  • Enhanced Typesetting: Enabled

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