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Typologie und Analyse von Werbefiguren
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Penda Maria Bnighausen leistet einen Beitrag zum medientheoretischen Verstndnis der Werbefigur, indem sie ein Analyseinstrumentarium zur Beschreibung und Einordnung von Werbefiguren entwickelt und am Fallbeispiel der Figur Herr Kaiser erprobt. Die Autorin verortet und untersucht Werbefiguren dabei als Werkzeuge der Werbekommunikation an der Schnittstelle zwischen konomischer Zweckmigkeit und medienkultureller Aushandlung.
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