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The Big Bang Theory“ Magisterarbeit Titel der Magisterarbeit Product Placement in TV Serien Wirkung von Product Placement in der Serie „The Big Bang Theory“ Verfasserin Lenka Keszöczeová, Bakk.phil. angestrebter akademischer Grad Magistra der Philosophie (Mag.phil.) W ien, Juli 2014 Stud ie nk ennzahl lt. Studienblatt: A066 8 41 Studienrichtung lt. Studienblatt: Publizistik - und Kommunikationswissenschaft Betreuer: Univ. -Prof. Dr. Wolfgang Duchkowitsch Eidesstattliche Erklärung Ich erkläre hiermit an Eides Statt, dass ich die vorliegende Arbeit selbstständig und ohne Benutzung anderer als der angegebenen Hilfsmittel angefertigt habe. Die aus fremden Quellen direkt oder indirekt übernommenen Gedanken sind als solche kenntlich gemacht. Die Arbeit wurde bisher in gleicher oder ähnlicher Form keiner anderen Prüfungsbehörde vorgelegt und auch noch nicht veröffentlicht. Wien, am 11.7.2014 Lenka Keszöczeová Aus Gründen der Lesbarkeit wurde in dieser Arbeit darauf verzichtet, geschlechtsspezifische Formulierungen zu verwenden. Ich möchte jedoch ausdrücklich festhalten, dass die bei Personen maskuline Form für beide Geschlechter zu verstehen ist. Danksagung Dank an meinen Betreuer Herrn Univ.-Prof. Dr. Wolfgang Duchkowitsch, für seine kompetente Betreuung und hilfreichen Ideen während der ganzen Entstehung meiner Magisterarbeit. Besonders danke ich meiner Mutter, Jarmila Keszöczeová und meiner Oma, Jarmila Šturcová, die mich während den ganzen Jahren unterstützt haben, sich um mich gekümmert und an mich geglaubt haben. Dank auch an meinen Partner und besten Freund Mgr. Milan Šípek, der schon seit Jahren an meiner Seite steht, mir immer geholfen, mich motiviert und mir diese Zeit leichter gemacht hat. Für ihre positive Einstellung, langen Gespräche und das Korrekturlesen danke ich meiner besten Freundin Karin. Ich danke auch meinem besten Freund Charlie, für seine Hilfsbereitschaft und Unterstützung. Abschliessend danke ich allen Personen, die sich Zeit genommen und meinen Fragebogen ausgefüllt haben. Inhaltsverzeichnis Einleitung ............................................................................................................. 1 I. THEORIE.......................................................................................... 3 1. Definition Werbung ................................................................................... 3 2. Product Placement .................................................................................... 6 2.1. Product Placement Definition .................................................................. 6 2.2. Product Placement als ein Teil des Kommunikationsprozess ................. 7 2.3. Merkmale des Product Placement......................................................... 10 2.4. Anfänge von Product Placement ........................................................... 11 2.5. Rechtliche Voraussetzungen für Product Placement/Abgrenzung zur Schleichwerbung ................................................................................... 14 2.5.1. ORF- Gesetz ......................................................................................... 14 2.6. Arten von Product Placement/Informationsübermittlung ....................... 15 2.6.1. Aufteilung der Product Placement Arten in Anlehnung an Bente .......... 15 2.6.1.1. Differenzierung nach der Art der Informationsübermittlung ................... 15 2.6.1.2. Differenzierung nach der Art und Eigenschaften des eingesetzten Placement-Objekts ................................................................................ 15 2.6.1.3. Differenzierung nach dem Grad der Programmintegrtion ..................... 16 2.7. Vorteile und Nachteile von Product Placement ..................................... 17 2.7.1. Vorteile .................................................................................................. 17 2.7.2. Nachteile ................................................................................................ 21 2.8. Abgrenzung zu Sponsoring ................................................................... 23 2.9. Exkurs: Markenartikel ............................................................................ 25 3. Studien zu Product Placement ............................................................... 26 3.1. Team 9 Studie (1985) ............................................................................ 26 3.2. Infas Studie (1985) ................................................................................ 27 3.3. Harbrücker und Wiedmann (1987) ........................................................ 29 3.4. Stoertz (1987) ........................................................................................ 30 3.5. Auer/Kalweit/Nüssler (1988) .................................................................. 31 3.6. Hormuth (1990) ..................................................................................... 33 3.7. Hobel (1995) .......................................................................................... 34 3.8. „American Idol“ Studie ........................................................................... 34 4. Werbewirkung .......................................................................................... 36 4.1. Beeinflussung und Werbewirkung ......................................................... 36 4.2. Lern- und Konditionierungseffekte ........................................................ 36 4.3. Änderungen des Konsumentenverhaltens ............................................ 37 4.4. Ablaufmodell (McGuire) ......................................................................... 38 4.5. Kultivierungstheorie ............................................................................... 38 4.6. Kroeber-Riel Werbewirkung .................................................................. 39 4.7. Einstellung und Motivation ..................................................................... 40 4.8. Reize ..................................................................................................... 41 4.9. AIDA-Modell .......................................................................................... 42 4.10. IMPACT-Modell ..................................................................................... 42 4.11. STAS-Modell ......................................................................................... 42 4.12. IMAGE-Modell ....................................................................................... 43 4.13. Adoptions-Modell ................................................................................... 43 5. Serien ........................................................................................................ 44 5.1. Serie allgemein ...................................................................................... 44 5.2. Die serielle Erzählform allgemein .......................................................... 45 5.3. Thema Familienserien ........................................................................... 46 5.4. Rezeption von Serien allgemein ............................................................ 47 5.5. Rezeption von Serien mit Product Placement ....................................... 47 II. EMPIRIE ........................................................................................ 49 6. Forschungsfragen ................................................................................... 49 7. Methodologie ........................................................................................... 50 8. Die Serie „The Big Bang Theory” .......................................................... 51 8.1. Der Begriff „Nerd“ .................................................................................. 51 8.2. Die Serie “The Big Bang Theory” allgemein .......................................... 52 8.3. Die Handlung der Serie ......................................................................... 52 8.4. Hauptdarsteller der Serie ....................................................................... 54 8.5. Thema Product Placement in der Serie ................................................ 56 9. Forschungsauswertung .......................................................................... 58 9.1. Demographische Daten ......................................................................... 58 9.2. Einführung ............................................................................................. 60 9.3. Auswertung der Forschungsfragen ....................................................... 63 9.3.1. FF 1: Welche Eigenschaften werden von den Rezipienten Product Placement im Allgemeinen zugeschrieben? ......................................... 63 9.3.2. FF 2: Welchen Zusammenhang gibt es zwischen Product Placement im Allgemeinen und dem Einsatz von Product Placement in der Serie „The Big Bang Theory“ für den Rezipienten? ................................................ 65 9.3.3. FF 3: In welcher Hinsicht werden die Rezipienten durch Product Placement in der Serie „The Big Bang Theory“ beinflusst? .................. 72 9.3.4. FF 4: Welche Rolle spielt bei den Rezipienten der Serie „The Big Bang Theory“ das Product Placement? .......................................................... 74 9.3.5. FF 5: Inwiefern wird Product Placement in der TV Serie „The Big Bang Theory“ als solches erkannt? ................................................................ 77 9.3.6. FF 6: Wie wirken sich die verschiedenen Arten des Product Placement, die in der Serie „The Big Bang Theory“ eingesetzt werden, auf
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