{"id":22422,"date":"2011-07-13T20:14:23","date_gmt":"2011-07-13T19:14:23","guid":{"rendered":"http:\/\/nichtidentisches.wordpress.com\/?p=1023"},"modified":"2011-07-16T20:19:20","modified_gmt":"2011-07-16T19:19:20","slug":"be-unstoppable-eine-kleine-hilfsanalyse-fur-zigarettenwerbungsanfallige","status":"publish","type":"post","link":"https:\/\/meta.copyriot.com\/2011\/07\/be-unstoppable-eine-kleine-hilfsanalyse-fur-zigarettenwerbungsanfallige\/","title":{"rendered":"Be unstoppable? Eine kleine Hilfsanalyse f\u00fcr Zigarettenwerbungsanf\u00e4llige"},"content":{"rendered":"<p style=\"text-align:justify;\">Ein dreitagebebarteter Radler, ein Mountainbike. Edle Karosserien. Dazu der Schriftzug: &#8222;<a href=\"http:\/\/www.zvw.de\/dlGJwSgcGR\">Be unstoppable<\/a>&#8222;. Marlboro f\u00fcr Radler? Was ging da in der Zielgruppenselektion schief, m\u00f6chte man fragen. Naivit\u00e4t w\u00fcrde solches Sinnieren an der Oberfl\u00e4che den verfuchsten Werbeprofis unterstellen. Marlboro hat mit dieser Werbung einen professionellen Griff in die psychoanalytische Trickkiste vorgenommen, der zu offensichtlich ist, um auf den ersten Blick aufzufallen. Da ist zun\u00e4chst die simple Modernisierung der abonnierten Cowboy-Symbolik. Statt einem Ross reitet der Metro-Cowboy einen Drahtesel, statt R\u00f6ssern f\u00e4ngt er Karosserien. Das romantische Bild des Cowboys inmitten einer fliehenden Mustangherde wurde mit Aluminium und Gummi nachempfunden. Versprochen wird nicht ein scharfer Ritt auf dem Fahrrad, sondern das Einfangen der edlen Autos. Warum man aber ausgerechnet als Raucher die Sportivit\u00e4t zum \u00dcberholen von 320-PS-Maschinen aufbringen sollte, erkl\u00e4rt der Text und nicht die Logik. &#8222;Be unstoppable&#8220; appelliert an die Sucht &#8211; &#8222;H\u00f6r ja nicht auf zu rauchen!&#8220; lautet die einzig richtige \u00dcbersetzung. Diese Logik versteht das Unterbewusstsein nur zu gut. Sollte das wider Erwarten nicht funktionieren, bleibt die einzige Logik von Werbung in jedem Fall bestehen: Ein dickes &#8222;H\u00f6h?&#8220; pr\u00e4gt die Marke eher ins Ged\u00e4chtnis ein, als jeder sinnliche Reiz.<\/p>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"\n<p style=\"text-align:justify;\">Ein dreitagebebarteter Radler, ein Mountainbike. Edle Karosserien. Dazu der Schriftzug: &#8222;<a href=\"http:\/\/www.zvw.de\/dlGJwSgcGR\">Be unstoppable<\/a>&#8222;. Marlboro f\u00fcr Radler? Was ging da in der Zielgruppenselektion schief, m\u00f6chte man fragen. <\/p>\n","protected":false},"author":712,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[12,5,1],"tags":[],"class_list":["post-22422","post","type-post","status-publish","format-standard","hentry","category-signs","category-spectacle","category-syndicated"],"_links":{"self":[{"href":"https:\/\/meta.copyriot.com\/wp-json\/wp\/v2\/posts\/22422","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/meta.copyriot.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/meta.copyriot.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/meta.copyriot.com\/wp-json\/wp\/v2\/users\/712"}],"replies":[{"embeddable":true,"href":"https:\/\/meta.copyriot.com\/wp-json\/wp\/v2\/comments?post=22422"}],"version-history":[{"count":2,"href":"https:\/\/meta.copyriot.com\/wp-json\/wp\/v2\/posts\/22422\/revisions"}],"predecessor-version":[{"id":22440,"href":"https:\/\/meta.copyriot.com\/wp-json\/wp\/v2\/posts\/22422\/revisions\/22440"}],"wp:attachment":[{"href":"https:\/\/meta.copyriot.com\/wp-json\/wp\/v2\/media?parent=22422"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/meta.copyriot.com\/wp-json\/wp\/v2\/categories?post=22422"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/meta.copyriot.com\/wp-json\/wp\/v2\/tags?post=22422"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}