Manfred Bruhn

This is the most common way thus for the product and its basic use to advertise and is used especially often in Opel and BMW (for example, spot No. nine). In 22 percent of the spots focus on imagery (for example, spot No. 8) and 12 percent used movement in explanatory function (for example, spot No. 3).

Movement is fun in a quarter of the spots for the application (for example, spot No. 26). In nearly all spots the logo of the brand of the car moves at the end of shows. Regardless of the length of the spots, a kind of movement and a moving logo, so a total of two types of movement, is typical of the studied population. It should be noted that the animation of the marking on the Recipient is equally recognizable and thus followed the approach of integrated communications Manfred Bruhn. 8 this movement is very discreet and confined to a minimal aperture effect or animation. Here, only Opel falls through a circular with a bright spark Circumambulating of the logos (spot No.

28 to 31). 15 percent of the spots could be assigned to any of the categories of movement. Here, it is striking that three of the six spots on the Mercedes-Benz brand fall (also the top spot of the reader’s choice, no. 21). The first two places in the reader’s choice to spots of high-priced car brands, which use no movement and are thus without movement category. These spots put the intangible added value away from the basic benefits in focus with humor and convincing as the recipient. Movement category number of spots percentage 1st movement of the cars 21 51% 2. moving pictures 9 22% 3rd movement to the Declaration of 5 12% 4th movement for fun 10 24% 5 movement in the mark 37 90% No 15% 6, table 2: number of Spots in the categories the case study shows car brands to apply a wide variety of types and productions of movement.