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Frauenbilder in der Werbung: Wie beeinflusst die Werbebranche die Körperwahrnehmung der Frauen?

Frauenbilder in der Werbung: Wie beeinflusst die Werbebranche die Körperwahrnehmung der Frauen?

          
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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich Soziologie - Beziehungen und Familie, Note: 1,7, Johann Wolfgang Goethe-Universität Frankfurt am Main (Gesellschaftswissenschaften), Veranstaltung: Geschlechterkonstruktion, Sprache: Deutsch, Abstract: Werbung ist allgegenwärtig. Tagtäglich begegnen wir ihr beim morgendlichen Blick in die Zeitung, bei dem Gang zur Arbeit, und selbst, wenn wir entspannt abends vor dem Fernseher sitzen, entkommen wir ihr nicht. Das ist sicherlich nicht verwunderlich, denn die Massenmedien, die die Kultur der westlichen Industriestaaten mitprägen, sind maßgeblich mit der Werbung verknüpft, schließlich sind die Werbeeinnahmen die Haupteinnahmequelle der Medien. Gleichzeitig begegnen wir den sehr attraktiven Werbemodellen, die dem Rezipienten schönheitsoptimierende Kosmetika sowie imageorientierte Gebrauchsgegenstände vorstellen. In der Vergangenheit wurden vermehrt Kritiken laut, da vermutet wurde, dass die Werbemodelle und die zusätzliche Bildmanipulation der Werbekampagnen ein Schönheitsideal produzieren, dass menschenverachtend sei und feministisches Anliegen konterkarieren würde. Im folgenden Text wollen wir uns mit der Frage befassen, ob Werbung tatsächlich durch Werbestrategien die Rezipienten beeinflusst. Hierbei werden die werbepsychologischen Texte von Felser "Werbe- und Konsumentenpsychologie" sowie Hanko "Schönheit im Zeitalter der Massenmedien" behilflich sein, wobei nachfolgend zwei Werbestrategien, nämlich die Arbeit mit Attraktivität sowie der Erotik näher beleuchtet werden sollen. Zudem soll diese Arbeit beleuchten, ob Werbung frauendiskriminierende Werbestrategien aufweist. Anschließend wollen wir mit einer aktuellen, nicht repräsentativen Studie von Gläßel (2011) die Frage erörtert, inwieweit Frauen diese Werbeschönheiten als Vorbild ansehen und sich an den irrealen Schönheitsidealen, die Werbung transportiert, orientieren. Mithilfe des Textes "Negative Auswirkungen des Schönheitskultes" von Bauernfeind, Fauster und Lang


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Product Details
  • ISBN-13: 9783656446347
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 50 gr
  • ISBN-10: 3656446342
  • Publisher Date: 17 Jul 2013
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Sub Title: Wie beeinflusst die Werbebranche die Körperwahrnehmung der Frauen?
  • Width: 148 mm


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