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Werbecharaktere im Umfeld fiktionaler Medienwelten

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Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834961792
Condition
New
Product Description

Bei der Gestaltung von Werbekampagnen knnen Unternehmen neue Werbefiguren kreieren, aber auch auf solche Charaktere zurckgreifen, die Konsumenten aus Filmen, TV-Serien oder Romanen kennen. Anja Spilski analysiert in vier experimentellen Studien, ob ein Transfer von erfundenen Charakterbedeutungen aus Filmen oder TV-Serien in die Werbung hinein gelingen kann, oder ob Konsumenten Fiktion und Informationen auerhalb der Fiktion voneinander trennen.

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