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Multimedial Exploitation of Brands

Multimedial Exploitation of Brands

Children grow up today in a commercialised and mediatised world, in which heroes from comics and TV stars play an increasingly important role due to the various merchandising strategies. The concept of the multimedia systems and of media-specific products, together with their significance for children, stood at the centre of this cooperative project.
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Project Description

Production and marketing alliances in the environment of offerings for children were analysed from the perspective of media economics to form the framework. Building on this, specially selected regimes of symbolism in the media and brands, as offered in the context of television entertainment, were analysed. The product analyses were augmented by both quantitative and qualitative reception studies. The results formed the basis for conceptual considerations on the creation of materials for media teaching. The investigation was finished in Spring 2004 and the results were published in the journal series of the LPR Hessen (The Regulatory Authority for Commercial Broadcasting in Hessen: (www.lpr-hessen.de/markenzeichen/index. htm).

Alongside further assessments and talks from this study, the Institute is currently preparing further investigations, which will engage particularly with the strong growth in the significance of online communication in cross-media marketing.

 

Project Information

Overview

Duration: 2001-2007

Research programme:
Further Projects

Cooperation Partner

S. Aufenanger, K. Neumann-Braun, I. Paus-Hasebrink, M. Bichler, A. Pluschkowitz

Contact person

Dr. Claudia Lampert
Senior Researcher Media Socialisation & Health Communication

Dr. Claudia Lampert

Leibniz-Institut für Medienforschung | Hans-Bredow-Institut (HBI)
Rothenbaumchaussee 36
20148 Hamburg

Tel. +49 (0)40 45 02 17 - 92
Fax +49 (0)40 45 02 17 - 77

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