female stereotypes as reflected in english advertising

Book Title : Female stereotypes as reflected in English advertising
Author : Gerda Pongratz
Publisher : diplom.de
Release Date : 2003-08-07
Pages : 113
ISBN : 9783832470968
Available Language : English, Spanish, And French
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Inhaltsangabe:Zusammenfassung: Diese Diplomarbeit befasst sich mit zwei Kernthemen, einerseits geht es um die Semiotik und andererseits um Werbung, die als Massenkommunikationsmittel wesentlich zur Verbreitung von Ideologien beiträgt. Das Hauptaugenmerk der Arbeit liegt auf der kritischen Untersuchung von Werbebildern mit Bezug auf diskriminierende und stereotype Frauenbilder und auf einer detaillierten semiotischen Analyse von Werbebildern. Dem analytischen Teil dieser Diplomarbeit geht eine umfassende theoretische Einleitung, die sich aus den Hauptkapiteln 'Kommunikation und Ideologie' und 'Werbung' zusammen setzt, voraus. 'Kommunikation und Ideologie' befasst sich mit der Geschichte der Semiotik und den Theorien wesentlicher Wissenschaftler der modernen Semiotik, in weiterer Folge werden die Grundzüge von Subjektivität und ideologischen Prozessen erörtert. Das Werbekapitel setzt sich aus den Themenbereichen Geschichte der Werbung, wirtschaftliche und kommunikative Ziele des Werbemarktes, Sexismus und stereotype Darstellungen der Geschlechter zusammen. Im letzten Teil dieses Kapitels erfolgt eine Erfassung und Beschreibung bildlicher und sprachlicher Elemente mit deren Hilfe Print-Werbung semiotisch analysiert werden können. Der analytische Teil dieser Diplomarbeit setzt sich aus einer quantitativen und einer qualitativen Analyse von Werbebildern zusammen. Die quantitativen Analyse, die rund 160 Werbungen umfasst, soll einen Überblick darüber geben, wie oft Frauen, Männer und Produkte im Verhältnis zueinander abgebildet sind und die Frage klären, ob es geschlechterspezifische Produktbereiche gibt. Die qualitativen Analyse spaltet sich in zwei Bereiche auf. Im ersten Teil geht es darum, rund vierzig Werbungen gemäß ihrer frauenfeindlichen Inhalte den unterschiedlichsten Kategorien von Sexismus und Diskriminierung zuzuordnen und zu interpretieren. Der erste Teil der qualitativen Analyse wird durch eine zweite, semiotische Analyse von Bild- und Textelementen, die zehn Werbebilder umfasst, abgerundet. Am Ende der Diplomarbeit werden die gesamten Ergebnisse der Analyse nochmals zusammengefasst und außerdem wird der ideologische Einfluss den die Werbung auf die Gesellschaft hat, kritisch beleuchtet werden. Abstract: This thesis covers two main subjects by dealing with semiotics and focusing on advertising. The mass-medium advertising helps spread ideologies. One of the two main objectives of this thesis is the analysis of discriminating and [...]

Book Title : Stereotypes Galore Women s Emancipation as Reflected in Advertising
Author : Gesa Biermann
Publisher : GRIN Verlag
Release Date : 2011-01-18
Pages : 37
ISBN : 9783640802821
Available Language : English, Spanish, And French
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Pre-University Paper from the year 2009 in the subject English - Miscellaneous, grade: 1,0, Maria-Ward-Gymnasium Augsburg, language: English, abstract: A woman rushes across the screen, cleaning the floor with the latest “turbo power 3” multifunction vacuum cleaner, feeds her baby with the new and improved baby formula and marvels at her almost blindingly clean dishes, then turns to the camera with a smile on her face that suggests she could not imagine a more satisfying life. This description might sound a little old fashioned and restricting, but it is commonly conveyed to us through advertising, even today. Is this truly the concept we have of modern women? Has not the women’s movement brought about more change than just in legal status? As advertising is one of the most powerful educational mediums in modern society, the image of women it conveys is not only quite interesting, but also of great importance. There is such an overload of advertising surrounding us; we’re bombarded daily with a vast amount on the radio, TV, online, on billboards, in magazines, even on the most common things like a pen—there is no way to escape its influence. Advertising’s key objective is making money; selling an image of perfection to consumers makes great business sense, because it sends people on a never-ending quest, trying to achieve the impossible, all the while spending endless amounts of money. Advertising does not only sell a product, but, through stereotyped characters, also provides us with an exemplary way of life. The concepts of beauty, love, and normalcy it promotes, might have changed in the course of 40 years, but the central message remains the same, “you have to buy this or otherwise you will be unacceptable”. It seems that in the 21st century, women’s emancipation is an issue that should long since have been checked off the list as accomplished. The great effect of the feminist movement, with better educated, working women, participating in every aspect of life, is undeniable, yet the influence it has had on advertising’s portrayal of women remains questionable. Have stereotypes been banished, did they evolved or maybe even stay the same? The focus is on the 1950s and the 1990s as representative decades for the pre-and post-feminist attitudes, in order to explore the truth of advertising and finally be able to answer the question: does advertising’s image of women match their place in society?

Book Title : Advertising and Reality
Author : Amir Hetsroni
Publisher : Bloomsbury Publishing USA
Release Date : 2012-11-02
Pages : 272
ISBN : 9781441115034
Available Language : English, Spanish, And French
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Advertising and Reality: A Global Study of Representation and Content offers, for the first time, an extensive study of the way our life is represented in advertising. Leading scholars from different countries, who specialize in marketing communication and media studies, review and analyze different advertising contents and give us a truly cross-cultural view of the matter. Among the contents that are thoroughly discussed throughout the book one finds sexuality, violence, family activities, gender roles, vocations, minorities roles, periodical reconstruction and more. This book provides an up-to-date picture of the way modern life is portrayed in the most popular format of marketing communication worldwide.

Book Title : Advertising Gender and Society
Author : Magdalena Zawisza-Riley
Publisher : Routledge
Release Date : 2019-07-03
Pages : 212
ISBN : 9781351386104
Available Language : English, Spanish, And French
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Advertising, Gender and Society explores contemporary social-psychological theory and original research that examines the portrayal of gender in advertising. It reports empirical data, discusses the social implications of gendered advertising and comments on the relevant 2019 ASA rules. Zawisza-Riley analyses theories such as stereotype content and elaboration likelihood models, stereotype threat and ambivalent sexism theories, the selectivity hypothesis as well as implicit and embodied cognition to illuminate the relationships between sex, gender and advertising in cultural and social contexts. The author thus examines the portrayal of gender in advertising, its effectiveness and effect on audiences and the ways in which audiences, marketers and policy-makers can mitigate potential harm of gendered advertising. She offers theory extension and novel application of existing theory and research to the subject of gender advertising. Advertising, Gender and Society is ideal for students, academics and professionals in the fields of psychology, gender and media studies as well as marketing, advertising and policy-making.

Book Title : The Role of Language and Symbols in Promotional Strategies and Marketing Schemes
Author : Epure, Manuela
Publisher : IGI Global
Release Date : 2018-09-28
Pages : 333
ISBN : 9781522557791
Available Language : English, Spanish, And French
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In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.

Book Title : Linguistic Identities Through Translation
Author : Maria Sidiropoulou
Publisher : Rodopi
Release Date : 2004
Pages : 186
ISBN : 904200990X
Available Language : English, Spanish, And French
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Sidiropoulou (National and Kapodistrian U. of Athens) explores the potential of outlining linguistic identities through contrastive analysis of source and target versions of texts. Analyzing diversity in three genres in the English-Greek translation paradigm--news reporting, the European Union discourse, and literature/theater --the author focuses on systematic preference observed in target versions of texts in translation situations between English and Greek and expands on diversification across other language pairs. The author suggests that preferred linguistic traits may contribute to outlining a linguistic identity identifiable and measurable which could be applicable to various settings, including translation training, the EFL classroom, and machine translation. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com).

Book Title : Gender Portrayal in English Television Coverage of the 1994 Olympic Games
Author : George Spears
Publisher : Canadian Heritage, Sport Canada
Release Date : 1996-01-01
Pages : 45
ISBN : OSU:32435073301483
Available Language : English, Spanish, And French
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Book Title : A2 English Language and Literature for AQA B
Author : Alison Ross
Publisher : Heinemann
Release Date : 2001
Pages : 196
ISBN : 0435109804
Available Language : English, Spanish, And French
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Includes material that covers the AQA English literature and English language specification B syllabuses. Offering exam and coursework tips, this title focuses on assessment objectives to help students learn how to achieve maximum results.

Book Title : Images
Author : Selvy Thiruchandran
Publisher : Women's Education & Research Centre
Release Date : 1994-01-01
Pages : 139
ISBN : 9559261029
Available Language : English, Spanish, And French
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Portrayal of women in Sri Lankan media; papers presented at a seminar.

Book Title : Pragmatics in Persuasive Discourse of Spanish Television Advertising
Author : Karol J. Hardin
Publisher : Summer Inst of Linguistics
Release Date : 2001
Pages : 234
ISBN : UOM:39015054157378
Available Language : English, Spanish, And French
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EBOOK SYNOPSIS:

This investigation analyzes pragmatic ways in which Spanish is used to achieve persuasion in television advertising and contributes to the cross-linguistic understanding of pragmatics and persuasion in Spanish.