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Sex-Appeal in der Werbung: Die Entwicklung der letzten Jahre

  • Chapter
Stereotype?

Zusammenfassung

In seinem Buch, das den Titel “Sex ist dem Jakobsweg sein Genitiv: Eine Vermessung” trägt, schrieb der Entertainer Harald Schmidt (2007) im Vorwort: “Der Abgabetermin machte es notwendig, sich auf die Begriffe Sex, Jakobsweg, Genitiv und Vermessung zu einigen. Eine ziemlich richtige Entscheidung, denn alle belegen auch heute noch vordere Plätze auf den Bestsellerlisten” (S. 12). Sicher nicht zufällig steht “Sex” in dieser Aufzählung an erster Stelle (und ist auf dem Einband mit Abstand am größten gedruckt), denn mit kaum einem anderen Wort lässt sich so viel Aufmerksamkeit erzielen. Doch genügt es tatsächlich, in einen Buchtitel das Wort “Sex” aufzunehmen, damit das Buch sich wie von selbst verkauft? Harald Schmidt scheint dieser Meinung zu sein – ob eine solche Wirkung in diesem konkreten Fall tatsächlich zu beobachten war, haben wir nicht überprüft.

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Authors
  1. Klaus Moser
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  2. Christopher Verheyen
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Christina Holtz-Bacha

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Moser, K., Verheyen, C. (2011). Sex-Appeal in der Werbung: Die Entwicklung der letzten Jahre. In: Holtz-Bacha, C. (eds) Stereotype?. VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978-3-531-93358-0_9

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  • DOI: https://doi.org/10.1007/978-3-531-93358-0_9

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