Inszenierung Von Professionalitat: Einblicke in Die Sozialstruktur Und Zielgruppenbestimmung Der Werbe- Und Medienwirtschaft

In their everyday lives, people not only use products, but they attach great importance to brand names. Brand names are for "demonstrative consumption", for marking social distinction, and a sign of belonging to certain scenes or milieus. They are helpful in schematizing the social world and in making statements about one's own or others' lifestyle and position within the social structure. This is nothing new. It is also common knowledge that brand names make their way into the public consciousness by means of advertising, and that advertising can be seen as the marketing mouthpiece of a business. Against this background it is astonishing that as yet no sociological studies have sought to reconstruct the emergence of brand names at actor level. In other words, the producers of brand names, logos and their image have hitherto hardly been taken into account in terms of strategic relevance to sales. This study seeks to carry out a primarily epistemological reconstruction of the dominant world view of brand creators and the resulting action types within the advertising industry, portraying on the one hand the social structure within the advertising industry, and on the other the target group-oriented perspective of actors within that industry.