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Werbekommunikation

Werbewirkungsforschung als angewandte Persuasionsforschung

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Handbuch Medienwirkungsforschung

Abstract

In diesem Beitrag wird einleitend Werbung als strategische Form von Kommunikation charakterisiert, die heute jenseits von Wirtschaftswerbung in vielen Kontexten relevant ist. Nachdem auf unterschiedliche Konzeptualisierungen von Werbewirkung eingegangen wird, liegen die Schwerpunkte des Beitrags 1) auf der Darstellung zentraler Mechanismen und Prozesse, aus denen Erinnerungs-, Einstellungs- und Verhaltenswirkungen resultieren, 2) der Vorstellung zentraler Randbedingungen und Grenzen der Beeinflussung durch Werbung und 3) einem Überblick über zentrale Fragestellungen der kommunikationswissenschaftlichen Werbewirkungsforschung. Abschließend werden diese Aspekte am Beispiel der aktuellen Forschung zur Wirkung von Online-Werbung illustriert.

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Authors and Affiliations

  1. Institut für Publizistikwissenschaft und Medienforschung (IPMZ), Universität Zürich, Zürich, switzerland

    Patrick Weber

  2. Universität Erfurt, Erfurt, Deutschland

    Prof. Dr. Andreas Fahr

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  1. Patrick Weber
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  2. Prof. Dr. Andreas Fahr
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Correspondence to Patrick Weber .

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Editors and Affiliations

  1. Ilmenau, Thüringen, Germany

    Wolfgang Schweiger

  2. Inst. f. Kommunikationswiss. u. Medienf., Univ. München, Oettingenstr. 67, München, 80538, Germany

    Andreas Fahr

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Weber, P., Fahr, A. (2013). Werbekommunikation. In: Schweiger, W., Fahr, A. (eds) Handbuch Medienwirkungsforschung. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-18967-3_17

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  • DOI: https://doi.org/10.1007/978-3-531-18967-3_17

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