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Paradoxe Werbung - Eine Analyse zum bewussten Einsatz von Widersprüchen in der Werbung - Teil 1

Author

Listed:
  • Daube, Carl Heinz
  • Loewen, Howard
Abstract
In diesem Working Paper wird paradoxe Werbung als bewusst widersprüchliche Kommunikationsstrategie untersucht. Das Hauptargument lautet: Paradoxe Werbung differenziert Marken in gesättigten Märkten, kann Authentizität und Vertrauen fördern und komplexe, ambivalente Konsumentenbedürfnisse adressieren, birgt jedoch Risiken von Missverständnissen und Markenverwässerung. Zudem wird untersucht, welche weiteren Auswirkung diese Art der Werbung auf ein Unternehmen haben kann.

Suggested Citation

  • Daube, Carl Heinz & Loewen, Howard, 2025. "Paradoxe Werbung - Eine Analyse zum bewussten Einsatz von Widersprüchen in der Werbung - Teil 1," EconStor Preprints 324771, ZBW - Leibniz Information Centre for Economics.
    • Handle: RePEc:zbw:esprep:324771
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    File URL: https://www.econstor.eu/bitstream/10419/324771/1/Daube_Loewen_Paradoxe_Werbung_1.pdf
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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