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Frauen in der Werbung. Geprägt von Sexismus und Stereotypen?

Frauen in der Werbung. Geprägt von Sexismus und Stereotypen?

          
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About the Book

Studienarbeit aus dem Jahr 2015 im Fachbereich Medien / Kommunikation - Massenmedien allgemein, Note: 2, Alpen-Adria-Universität Klagenfurt (Medien- und Kommunikationswissenschaften), Veranstaltung: Proseminar, Sprache: Deutsch, Abstract: Unsere Gesellschaft kommt täglich mit Werbung in Berührung. Wir Menschen werden in vielen Lebenssituationen durch die Werbung beeinflusst, da sie uns dauerhaft begleitet. Werbung ist im Allgemeinen ein häufig diskutiertes Thema in der Gesellschaft, da sie das gesellschaftliche Zusammenleben mitbestimmt. Das weibliche Geschlecht ist und bleibt höchstwahrscheinlich eines der elementaren Bestandteile der Werbung. Leider leitet die Werbebranche die Darstellung in eine erotische Werbestrategie, die sich auf das gesellschaftliche Bild der Frau auswirkt. "Die Werbung, die Medien, der Film, alle bieten sie den Körper der Frau als Ware an, die der Mann kaufen oder mit Gewalt nehmen kann. Mehr noch: Die ganze Welt des Konsums verführt via Sexualgewalt und Ware Frau. Man kauft nicht nur das Auto, man kauft den Frauenkörper dazu." - Dacia Maraini Welche Funktionen und Ziele hat die Werbung? Hat die Werbung Einfluss auf die unsere Gesellschaft? Wie wird Sexismus gesetzlich in Österreich gehandhabt? Welche Kriterien müssen erfüllt werden? Was bedeutet Sexismus und welcher wie wird er in der Werbung dargestellt? Und welche weiblichen Stereotypen sind in der Werbung beheimatet? In meiner Arbeit werde ich genauer auf diese Fragen eingehen und versuchen sie zu beantworten. Der erste Teil meiner Proseminararbeit beschäftigt sich mit dem Begriff Werbung. Hierbei wird des Öfteren zwischen dem ökonomischen und dem psychologischen Blickwickels unterschieden. Des Weiteren beschreibe ich drei gängige Kommunikationsprozesse, die für die Werbewirkung wichtig sind. Im Zweiten Abschnitt der Arbeit gehe ich auf das Thema "Die Frau in der Werbung" näher ein. Dabei werden unter anderem Sexismus und die gesetzliche Rechtsgrundlagen in Österreich behandelt.


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Product Details
  • ISBN-13: 9783656942993
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656942994
  • Publisher Date: 21 Apr 2015
  • Height: 210 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 54 gr


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