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Revival. Text kommt zurück

In: Wirkstoff Werbetext

Author

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  • Albert Heiser

    (Creative Game)

Abstract

Zusammenfassung Die 2000er- und 2010er-Jahre waren geprägt vom Bild mit Gestaltungsideen, die stark auf die Wirkung des Bildes vertrauten. Kampagnen kamen in Mode, die vor allem von der Bildidee geprägt wurden. Aber auf jeden großen Trend folgt irgendwann eine Gegenreaktion und in dieser Phase befinden wir uns jetzt: Text kommt zurück. Genauer gesagt Werbekampagnen, die von Text dominiert werden. Textbasierte Kampagnen gab es schon immer in der Werbung. Neu ist lediglich ihre Häufung zur jetzigen Zeit.

Suggested Citation

  • Albert Heiser, 2022. "Revival. Text kommt zurück," Springer Books, in: Wirkstoff Werbetext, edition 2, chapter 20, pages 311-313, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-37159-3_20
    DOI: 10.1007/978-3-658-37159-3_20
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