Edited By Erla Hallsteinsdóttir, Klaus Geyer, Katja Gorbahn and Jörg Kilian
Fachspezifische Stereotype der Werbewirtschaft bei der Kampagnenadaption im dänisch-deutschen Kontext
Advertising has to convey its messages in an extremely short time or in an extremely small space. This is why stereotypes are frequently used in advertising as interpretative resources, also in intercultural advertising. Research within stereotypes in advertising has been focusing very much on the recipient dimension and not so much on the production dimension. This paper therefore wants to approach the production side of stereotypes in intercultural advertising in order to explore which stereotypes advertising agencies use in their cooperation and interaction with clients and in advertising campaigns. Qualitative semi-structured interviews with representatives from three German advertising agencies were conducted, two of which had specific and extended experience with marketing Danish products in Germany. The findings show that specific stereotypes, both in relation to Danish clients and in relation to the stereotypes’ usefulness in advertising campaigns, exist in German advertising agencies and that those stereotypes are used consciously. However, further research is needed in order to shed more light on advertising agencies’ ways of working and their understanding and use of stereotypes.
Eine der Grundsatzbedingungen für die Produktion, Kreation und Rezeption von Werbung ist es, dass sie in äußerst kurzer Zeit und auf äußerst knappem Platz eine Botschaft vermitteln will bzw. Interpretationsvorlagen bietet. Aus diesem Grund bedient sich die Werbung oft des Stereotyps als stark verkürzter Interpretationsressource. Gerade auch im internationalen und interkulturellen Kontext werden solche Stereotype in der Werbung eingesetzt. Dabei ist die Erforschung von...
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