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Schlsselwerke der Werbeforschung

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783658365080
Condition
New
Product Description

Werbung spiegelt als zentraler Gradmesser die disruptiven Vernderungen unserer Medienlandschaft wider. Das vorliegende Werk mchte eine Reflexion dieser Vernderungen und des damit einhergehenden gesellschaftlichen Wandels bieten. Die Schlsselwerke der Werbeforschung prsentieren daher ber einen hundertjhrigen Forschungszeitraum die zentralen Werke der Werbeforschung. Sie geben den unterschiedlichen Perspektiven Raum, die die Forschung an die Werbung herantrgt: Von der Entschlsselung persuasiver Strategien ber die kritische Reflexion des gesellschaftlichen Nutzens der Werbung bis zum Beitrag der Werbeforschung in der Methodenentwicklung moderner empirischer Sozialwissenschaften versammeln sie einen umfassenden und interdisziplinren Aufriss der Werbe- und Persuasionsforschung.

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