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Partizipative Werbekommunikation
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Juliane Apel fragt nach den Formen kreativer Partizipation von Konsumenten an der Werbekommunikation, die sich in der jngeren Werbegeschichte herausgebildet haben. Ziel ist, die Entstehung partizipativer Werbeformen nachzuzeichnen und eine Systematisierung ihrer kreativ-konzeptionellen Charakteristika zu entwickeln. Durch die Gegenberstellung mit Konzepten der Publikumsbeteiligung im Bereich von Kunst und Kultur zeigt die Autorin Parallelen auf und reflektiert existierende Erkenntnisse. Die Untersuchung trgt einen entscheidenden Baustein zur Werbegeschichtsschreibung bei, der bisher unbercksichtigt blieb und ermglicht die Auseinandersetzung mit dieser besonders raffinierten Form der Beeinflussung, ihren Maskeraden und kontemporren sthetiken.
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