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Werbebilder in der Kommunikationsforschung

Die Ästhetik und Wirkformen des modernen Werbebildes

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Handbuch Visuelle Kommunikationsforschung

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Zusammenfassung

Dem Bild fällt als treibende Kraft im Persuasionsprozess eine besondere Rolle in der Werbung zu. Wie im ersten Teil dieses Beitrages aufgezeigt wird, setzen Werbetreibende gezielt außergewöhnliche Ästhetik im Bild ein, um Aufmerksamkeit zu erregen und sie nutzen visuelle Rhetorik, um Produkte mit Assoziationen und Emotionen aufzuladen. Doch auch Wiedererkennung und Erinnerung von bildlichen Elementen sind im Vergleich zum reinen Text stärker. Dies wird deutlich von der hier erklärten Picture Superiority Theorie gezeigt. Doch die assoziative Logik von Bildern kann auch zu Fehlschlüssen führen. So beleuchtet der letzte Teil des Kapitels, wie Werbung zur Reproduktion von Stereotypen beitragen oder RezipientInnen in die Irre führen kann, was wir am Thema Greenwashing beispielhaft aufzeigen.

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Authors and Affiliations

  1. Advertising and Media Effects Research Group, Institut für Publizistik- und Kommunikationswissenschaft, Universität Wien, Wien, Österreich

    Mira Mayrhofer, Alice Binder & Jörg Matthes

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  1. Mira Mayrhofer
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  2. Alice Binder
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  3. Jörg Matthes
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Correspondence to Jörg Matthes .

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Editors and Affiliations

  1. Zentrum für Medienforschung, Univ. Bremen, Bremen, Germany

    Katharina Lobinger

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Mayrhofer, M., Binder, A., Matthes, J. (2018). Werbebilder in der Kommunikationsforschung. In: Lobinger, K. (eds) Handbuch Visuelle Kommunikationsforschung. Springer Reference Sozialwissenschaften. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-06738-0_10-1

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