Zusammenfassung
Dieses Buch vermittelt ein tiefes Verständnis der Analogie zwischen Marketing und Religion. Konsument*innen werden mit nahezu perfekter Werbung dazu angeregt, bezüglich des beworbenen Produkts ein Weltbild mit dazu passendem Ethos zu konstruieren. Extreme Kundenloyalität und hohe Gewinnmargen sind die Folgen. Untersucht wird die Werbekampagne „Nespresso. What else?“. Die Studie basiert auf einer audio-visuellen Analyse ausgewählter Werbespots und auf einer Analyse von Primärdaten von Nespresso-Kund*innen sowie, als Kontrollgruppe, von Konsument*innen anderer Kaffee-Marken. Die statistisch hoch signifikanten Ergebnisse sind eindrücklich und machen betroffen. Sie vermitteln ein Verständnis dafür, wie der Tauschwert eines an sich profanen Konsumguts auf ein Vielfaches seines Gebrauchswerts gesteigert werden kann, und wie, ganz im Sinne Walter Benjamins, losgelöst von nüchternen Produktattributen, ein Produkt eine äußerst starke symbolische Aufladung erfährt.
Abstract
This book provides an in-depth understanding of the analogy between marketing and religion: how an effective marketing campaign makes consumers construct an entire worldview with a corresponding ethos regarding an advertised commodity, which results in exceptional consumer loyalty and high profit margins. This book scrutinises the advertising campaign ‘Nespresso. What else?’. The study is based on an audio-visual analysis of selected commercials, and on an analysis based on primary data about Nespresso drinkers and, as a control group, about consumers of other coffee brands. The statistically highly significant results are impressive and to some degree disturbing. They shed light on how the exchange value of a profane consumer item is increased to a multiple of its use value and how, in accordance with Walter Benjamin’s thesis, the symbolic charging of a commodity, stripped of its profane attributes, is taken to extremes.
Schlagworte
Kulturtheorie Branding Religionswissenschaft Religion Marketing Weltbild semiotics Index Symbol Nespresso Markenbildung commodity consumer Advertising circuit of culture Ethos worldview motivations Motivationen moods Stimmungen Coffee Coffee-Branding postmodern Phantasmagoria use value exchange value Semiotik icon iconical sign indexical sign symbolic sign- 15–27 1 Introduction 15–27
- 256–268 7 Conclusion 256–268
- 269–280 8 Reference List 269–280
- 281–281 9 Audio-visual Sources 281–281
8 Treffer gefunden
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