Deprecated: Creation of dynamic property ACF::$fields is deprecated in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/advanced-custom-fields-pro/includes/fields.php on line 136 Deprecated: Creation of dynamic property acf_loop::$loops is deprecated in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/advanced-custom-fields-pro/includes/loop.php on line 26 Deprecated: Creation of dynamic property ACF::$loop is deprecated in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/advanced-custom-fields-pro/includes/loop.php on line 270 Deprecated: Creation of dynamic property ACF::$revisions is deprecated in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/advanced-custom-fields-pro/includes/revisions.php on line 413 Deprecated: Creation of dynamic property acf_validation::$errors is deprecated in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/advanced-custom-fields-pro/includes/validation.php on line 26 Deprecated: Creation of dynamic property 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instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/vendor_prefixed/dependency-injection/php-di/php-di/src/Definition/Source/ReflectionBasedAutowiring.php on line 17 Deprecated: ElementorDeps\DI\Definition\Source\Autowiring::autowire(): Implicitly marking parameter $definition as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/vendor_prefixed/dependency-injection/php-di/php-di/src/Definition/Source/Autowiring.php on line 21 Deprecated: ElementorDeps\DI\Definition\Source\DefinitionFile::__construct(): Implicitly marking parameter $autowiring as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/vendor_prefixed/dependency-injection/php-di/php-di/src/Definition/Source/DefinitionFile.php on line 25 Deprecated: ElementorDeps\DI\Definition\Source\DefinitionArray::__construct(): Implicitly marking parameter $autowiring as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/vendor_prefixed/dependency-injection/php-di/php-di/src/Definition/Source/DefinitionArray.php on line 33 Deprecated: ElementorDeps\DI\Definition\Source\DefinitionNormalizer::normalizeRootDefinition(): Implicitly marking parameter $wildcardsReplacements as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/vendor_prefixed/dependency-injection/php-di/php-di/src/Definition/Source/DefinitionNormalizer.php on line 42 Deprecated: ElementorDeps\DI\Proxy\ProxyFactory::__construct(): Implicitly marking parameter $proxyDirectory as nullable is deprecated, the explicit nullable type must be used instead in 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/home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/vendor_prefixed/dependency-injection/php-di/php-di/src/Container.php on line 87 Deprecated: YoastSEO_Vendor\Symfony\Component\DependencyInjection\Container::__construct(): Implicitly marking parameter $parameterBag as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/wordpress-seo/vendor_prefixed/symfony/dependency-injection/Container.php on line 60 Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the events-manager domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /home/.sites/685/site2987125/web/vivid/wp-includes/functions.php on line 6114 Deprecated: Elementor\Controls_Stack::get_active_controls(): Implicitly marking parameter $controls as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/includes/base/controls-stack.php on line 353 Deprecated: Elementor\Controls_Stack::get_active_controls(): Implicitly marking parameter $settings as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/includes/base/controls-stack.php on line 353 Deprecated: Elementor\Controls_Stack::get_style_controls(): Implicitly marking parameter $controls as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/includes/base/controls-stack.php on line 800 Deprecated: Elementor\Controls_Stack::get_style_controls(): Implicitly marking parameter $settings as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/includes/base/controls-stack.php on line 800 Deprecated: Elementor\Elements_Manager::create_element_instance(): Implicitly marking parameter $element_type as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/includes/managers/elements.php on line 70 Deprecated: Elementor\Element_Base::__construct(): Implicitly marking parameter $args as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/includes/base/element-base.php on line 1573 Deprecated: Elementor\Repeater::__construct(): Implicitly marking parameter $args as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/includes/elements/repeater.php on line 48 Deprecated: Elementor\Core\Utils\Collection::filter(): Implicitly marking parameter $callback as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/core/utils/collection.php on line 51 Deprecated: ElementorDeps\DI\Definition\ObjectDefinition::__construct(): Implicitly marking parameter $className as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/vendor_prefixed/dependency-injection/php-di/php-di/src/Definition/ObjectDefinition.php on line 62 Deprecated: ElementorDeps\DI\Definition\ObjectDefinition::setClassName(): Implicitly marking parameter $className as nullable is deprecated, the explicit nullable type must be used instead in 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marking parameter $definition as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/vendor_prefixed/dependency-injection/php-di/php-di/src/Definition/Resolver/ParameterResolver.php on line 34 Deprecated: ElementorDeps\DI\Definition\Resolver\ParameterResolver::resolveParameters(): Implicitly marking parameter $method as nullable is deprecated, the explicit nullable type must be used instead in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/elementor/vendor_prefixed/dependency-injection/php-di/php-di/src/Definition/Resolver/ParameterResolver.php on line 34 Deprecated: Creation of dynamic property acf_field_oembed::$width is deprecated in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/advanced-custom-fields-pro/includes/fields/class-acf-field-oembed.php on line 31 Deprecated: Creation of dynamic property acf_field_oembed::$height is deprecated in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/advanced-custom-fields-pro/includes/fields/class-acf-field-oembed.php on line 32 Deprecated: Creation of dynamic property acf_field_google_map::$default_values is deprecated in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/advanced-custom-fields-pro/includes/fields/class-acf-field-google-map.php on line 33 Deprecated: Creation of dynamic property acf_field__group::$have_rows is deprecated in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/advanced-custom-fields-pro/includes/fields/class-acf-field-group.php on line 31 Deprecated: Creation of dynamic property acf_field_clone::$cloning is deprecated in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/advanced-custom-fields-pro/pro/fields/class-acf-field-clone.php on line 34 Deprecated: Creation of dynamic property acf_field_clone::$have_rows is deprecated in /home/.sites/685/site2987125/web/vivid/wp-content/plugins/advanced-custom-fields-pro/pro/fields/class-acf-field-clone.php on line 35 Verpackungen - VIVID - Fachstelle für Suchtprävention
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VIVID INSIDE

Verpackungen

Beim Kauf entscheidet oft das Image des Produkts, sein Ruf, Inhalt oder Geschmack. Die Verpackung als Werbeträger transportiert dieses Image. Das gilt natürlich auch für Tabakprodukte und Nikotinwaren.

Verpackung als Werbeträger

Ursprünglich dienten Verpackungen rein dem Schutz der Produkte für Transport und Lagerung. Inzwischen stellte sich jedoch heraus, dass sie auch eine wichtige Werbefläche sind.

Schon 1994 sagte ein Manager der Tabakindustrie: „Unser letzter Kommunikationsträger, mit dem wir unsere Raucher erreichen, ist das Päckchen selbst.“ Das Besondere an Zigarettenpackungen ist, dass täglich Rauchende sie häufig ständig mit sich herumtragen und im Alltag oft zur Hand nehmen. Einmal gegessen, spielt die Verpackung des Joghurts keine Rolle mehr. Die Zigarettenpackung ist jedoch meist sehr sichtbar, für den rauchenden Menschen selbst, manchmal auch für sein soziales Umfeld.

Im Zuge anderer Werbeverbote für Tabakprodukte stieg die Bedeutung der Verpackung weiter an. Die Verpackung galt jahrelang als letzte verbliebene Werbefläche.

Junge Frau, Technik-Fan oder naturverbunden?

Besonders groß ist die Rolle der Verpackung bei Neu-Kund*innen, also bei jenen, die noch nicht zu einer bestimmten Marke tendieren. Verpackungen von Tabakprodukten und Nikotinwaren zeigen ganz eindeutig, an wen sie sich primär wenden sollen: Farben, Schriften, Material und sonstige Gestaltungsmerkmale vermitteln unterschiedliche Images für unterschiedliche Zielgruppen.

So gibt es typische Verpackungen für bestimmte Bevölkerungsgruppen, etwa für junge Frauen, ökologische bewusste Menschen, ältere Männer oder technik-affine Menschen. Die Verpackung von Tabakwaren ist ein Werbeträger, da sie ein Image transportiert.

In der Europäischen Union sind seit 20. Mai 2016 alle Verpackungen von Zigaretten und Tabak zum Selbstdrehen zu 65 Prozent mit Bild-Text-Warnhinweisen versehen. Das beschlossen die Mitgliedstaaten der EU in der EU-Tabakprodukte-Richtlinie. Andere Staaten gingen einen Schritt weiter und beschlossen gänzlich neutrale Verpackungen ohne Werbefläche.

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