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Wer’s glaubt wird selig - oder?

Wer’s glaubt wird selig - oder?

Gitte Katz

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Editorial:
Springer Nature B.V.
Año de edición:
2002
Materia
Estudios de comunicación
ISBN:
9783531138145
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Sobre IBD

Als Antwort auf die zunehmend ökologischen Forderungen verbesserten nicht nur viele Unternehmen Produkte und Produktionsprozesse, sondern es entstand im Laufe der 80er Jahre ein neuer Typ von Werbung: Öko-Werbung. Glaubwürdigkeit und Vertrauen sind in der Moderne zur Grundlage wirtschaftlichen Handels und gesellschaftlicher Akzeptanz geworden und Öko-Werbung spiegelt diese Entwicklung in besonderem Maße wider. Da es sich bei der Umweltproblematik um ein emotionales und äußerst sensibles Thema handelt, kann diese neue Art der strategischen Kommunikation nur dann die angestrebten Ziele erfüllen, wenn sie glaubwürdig ist.

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