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Frauen- und Männerstereotype in der Werbung: Wie Werbefachleute unsere Instinkte ausnutzen

Frauen- und Männerstereotype in der Werbung: Wie Werbefachleute unsere Instinkte ausnutzen

          
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About the Book

Studienarbeit aus dem Jahr 2011 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Universität Siegen (Philosophische Fakultät), Veranstaltung: Mediale Repräsentationen des Anderen. Gendertheoretische Perspektiven, Sprache: Deutsch, Abstract: In den alltäglichen Werbeblöcken im TV oder auf Plakaten und vielen anderen Werbeflächen wird unser Auge tagtäglich mit Frauen und Männern konfrontiert, die unser Interesse am jeweiligen Produkt wecken sollen. Ausgehend vom westlichen, temporären und kulturell geprägten Schönheitsbild, behandelt diese Arbeit genau dieses Phänomen. Man sieht agile Sportler, die gewinnende Spielzüge machen und vor Kraft und Sportlichkeit und purer Fitness nur so strotzen. Gefolgt von gut gekleideten Business-Männern, die durch körperliche Fitness und intelligent retuschierten Bildern und aufwändigen Produktionen auf sich aufmerksam machen. Ebenso locken grazile, perfekte, attraktive Frauenkörper in sinnlichen Posen, sich das Produkt näher anzusehen. Bewusst, oder unbewusst, schaut man dabei in eine nahezu unerreichbare, fantastischen Welt der Schönheit, Perfektion und Sinnlichkeit. Dies ist lediglich eines der unzähligen Bilder und positiven Traumwelten, mit denen uns die Werbung seit vielen Jahrzehnten täglich konfrontiert. Und hinter diesen Kulissen der Leichtigkeit, Unbeschwertheit und Verlockung, steckt eine ganze Industrie und ein Milliardengeschäft. Fachleute der Werbe- bzw. Marketingbranche treffen sich in riesigen Teams und besprechen alle Aspekte die nötig sind, um möglichst viel Profit zu erzielen. Dabei spielt neben anderen Faktoren auch das Empfinden von Attraktivität des Menschen eine entscheidende Rolle. Schönheit und Ästhetik spielen in fast jedem großen Werbeprojekt eine Hauptrolle. Jenes Empfinden von Schönheit und Attraktivität ist so tief in unserer Entstehungsgeschichte Verwurzelt, das wir unbewusst oft gar nicht anders können, als gewisse Bilder, Personen oder Verhaltensweis


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Product Details
  • ISBN-13: 9783656637486
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 59 gr
  • ISBN-10: 3656637482
  • Publisher Date: 15 Apr 2014
  • Height: 210 mm
  • No of Pages: 34
  • Series Title: German
  • Sub Title: Wie Werbefachleute unsere Instinkte ausnutzen
  • Width: 148 mm


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