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BRIGITTE - Ohne Models: Eine explorative Studie zur neuen Kampagne

BRIGITTE - Ohne Models: Eine explorative Studie zur neuen Kampagne

          
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About the Book

Bachelorarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Forschung und Studien, Note: 2,1, Universität Augsburg, Sprache: Deutsch, Abstract: "I don't want women bigger than a size 12 wearing my clothes.". Der Designer Calvin Klein spricht nur aus, was in der Modebranche schon lange praktiziert wird: Zwar entspricht Schlanksein schon seit Mitte des 20. Jahrhunderts zum gängigen Schönheitsideal, seit Mitte der 90er Jahre verfiel dieses Ideal aber ins Extreme. "Heorin-Chic" heißt der neue Trend. Voraussetzung hierfür: ein knabenhafter, androgyner Körper, der dem eines Mädchens am Anfang der Pubertät gleicht. Noch vor 30 Jahren wogen Models rund 8% weniger als die Durchschnittsfrau, heute sind es ganze 23% (Wiener Zeitung,19.02.2010, o.S.).Und dieses Schönheitsideal ist allgegenwärtig: nicht nur im Fernsehen und auf Plakaten wird einem Dünnsein als einzige Erfüllung vor Augen geführt, auch in Zeitschriften, in der Werbung, in Musikvideos und in Büchern. Vor allem Frauen und junge Mädchen lassen sich hierbei stark beeinflussen, was sogar soweit gehen kann, dass Krankheiten wie Magersucht und Bulimie entstehen. Frauenzeitschriften spielen bei der Verbreitung des Idealbildes der Frau eine zentrale Rolle. Sie pflegen eine Art Freundinnen-Image zu ihren Leserinnen, indem sie zu allen Lebenslagen beratend zur Seite stehen und der Leserin sagen, was sie tun kann und soll, um dem Idealbild zu entsprechen. "Von der ersten bis zur letzten Seite (...) werden wir immer wieder in unsere verbesserungswürdigen Einzelteile zerlegt. Dahinter steht die Verachtung des weiblichen Körpers schlechthin." (Roggenkamp, 1984/1985, S.31). "Besonders schizophren erscheint die Doppelmoral in Zeitschriften wie Brigitte, die sich darum bemühen, das Bild der perfekten Hausfrau und Köchin mit dem der perfekten schlanken Schönheit zu paaren" (Deuser, 1995, S.91). Die Zeitschrift BRIGITTE hatte nun genug von diesem Magerwahn und startete im Januar2010 eine neue Kampagne im Heft: "Ohne Mo


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Product Details
  • ISBN-13: 9783640737369
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3640737369
  • Publisher Date: 29 Oct 2010
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Weight: 109 gr


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