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Geschlecht in der interkulturellen Fernsehwerbung: Ein kontrastiver Vergleich stereotyper Männer- und Frauenbilder in der Coca Cola Light- und Coca Cola Zero-Werbung in Deutschland, England, USA, Tür

Geschlecht in der interkulturellen Fernsehwerbung: Ein kontrastiver Vergleich stereotyper Männer- und Frauenbilder in der Coca Cola Light- und Coca Cola Zero-Werbung in Deutschland, England, USA, Tür

          
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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Rheinische Friedrich-Wilhelms-Universität Bonn, Sprache: Deutsch, Abstract: Wir sind tagtäglich mit der Differenzierung Mann - Frau konfrontiert. Häufig werden dabei die Unterschiede zwischen den Geschlechtern bewusst mehr betont als die Gemeinsamkeiten. Die Zweigeschlechtlichkeit wird auch maßgeblich durch die Medien aufrecht erhalten, indem sie diese immer wieder reproduzieren und uns als selbstverständlich präsentieren. Besonders Werbung stellt Geschlechter gern kontrastiv dar - mit klaren Bildern von Männlichkeit und Weiblichkeit. Hierbei wurde und wird vor allem die Frau in der westlichen Welt häufig als Sexobjekt präsentiert. Medien und somit auch Werbung sind heutzutage in Deutschland aus dem Alltag nicht mehr wegzudenken. Speziell das Fernsehen hat einen hohen Stellenwert - umso interessanter erscheint deshalb die Untersuchung der Geschlechterdarstellung im Fernsehspot. Das Thema Gender und Werbung war in der Vergangenheit schon oft Gegenstand von Diskussionen, Studien und Publikationen. Auch im Gebiet der Geschlechtsdarstellung in der Fernsehwerbung sind einige Arbeiten veröffentlicht worden. Dabei wurden jedoch meist nur Spots in einer Sprache bzw. in einem Kulturraum untersucht. Mit geschlechtsspezifischen Aspekten der (Fernseh-) Werbung im interkulturellen Vergleich beschäftigten sich bisher weitaus weniger Untersuchungen. Psychologische Studien haben gezeigt, dass sich Geschlechtsstereotype in verschiedenen Kulturen kaum unterscheiden. Doch lässt sich dies auch für die jeweilige Präsentation der Geschlechter in der Fernsehwerbung sagen? In einer zunehmend globalisierten Welt erscheint die Frage interessant, ob die Muster der Geschlechtsrepräsentationen in der Fernsehwerbung interkulturell ähnlich sind oder wie sich das stereotype weibliche oder männliche Geschlechterbild in der Fernsehwerbung für ein- und dasselbe Pr


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Product Details
  • ISBN-13: 9783656576693
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 59 gr
  • ISBN-10: 3656576696
  • Publisher Date: 27 Jan 2014
  • Height: 210 mm
  • No of Pages: 34
  • Series Title: German
  • Sub Title: Ein kontrastiver Vergleich stereotyper Männer- und Frauenbilder in der Coca Cola Light- und Coca Cola Zero-Werbung in Deutschland, England, USA, Tür
  • Width: 148 mm


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Geschlecht in der interkulturellen Fernsehwerbung: Ein kontrastiver Vergleich stereotyper Männer- und Frauenbilder in der Coca Cola Light- und Coca Cola Zero-Werbung in Deutschland, England, USA, Tür
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Geschlecht in der interkulturellen Fernsehwerbung: Ein kontrastiver Vergleich stereotyper Männer- und Frauenbilder in der Coca Cola Light- und Coca Cola Zero-Werbung in Deutschland, England, USA, Tür
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Geschlecht in der interkulturellen Fernsehwerbung: Ein kontrastiver Vergleich stereotyper Männer- und Frauenbilder in der Coca Cola Light- und Coca Cola Zero-Werbung in Deutschland, England, USA, Tür

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