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Werbecharaktere im Umfeld fiktionaler Medienwelten
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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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