PROVOKATION „HAKLE“. ENTTABUISIERTE KUSSZONEN UND WERBLICHE WOHLGEFÜHLE
THE “HAKLE” PROVOCATION. DE-TABOOED KISSING ZONES AND WELL-BEING FEELINGS IN ADVERTISING

Summary/Abstract: Whether we think of advertising and the company communication policy as of a so-called “birds’ courtship dance” or a “wonder-box” of the market economy, advertising is a serious multimedia challenge. Since advertising spares nobody and nothing, one can ask oneself: not why, but how advertisers manage to disregard/trespass social (ethical) norms? Especially how de-tabooization and stereotyping (here in the broader context of gender identity) are employed in the “communication” of low-involvement products. Starting from a controversial on hygiene product in Germany, the paper discusses the way advertisers handle words and images, social relevant attitudes and values, and create messages which can reshape thinking and behaviour, thus endorsing possible misrepresentations.

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