Abstract
In the context of VET, terms such as attractiveness, image or value are often used. However, the connections are manifold and the meanings often different. The present article addresses the problem of conceptual diversity by first of all receiving and classifying the scientific literature on the definition and use of terms. In a second step, a structural approach is introduced, which takes up the different concepts from the perspective of different actors. The possible use of the approach in German VET practice is demonstrated by means of examples.
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