Home > References & Encyclopedias > Interdisciplinary studies > Communication studies > Sexistische Frauendarstellungen in Werbekampagnen. In den 1950ern am Beispiel von "Dr. Oetker" und "Frauengold" im Vergleich zu den Jahren 2007 und 2010 am Beispiel von "Hirter Bier" und "Dolce & Gabbana"
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Sexistische Frauendarstellungen in Werbekampagnen. In den 1950ern am Beispiel von "Dr. Oetker" und "Frauengold" im Vergleich zu den Jahren 2007 und 2010 am Beispiel von "Hirter Bier" und "Dolce & Gabbana"

Sexistische Frauendarstellungen in Werbekampagnen. In den 1950ern am Beispiel von "Dr. Oetker" und "Frauengold" im Vergleich zu den Jahren 2007 und 2010 am Beispiel von "Hirter Bier" und "Dolce & Gabbana"

          
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About the Book

Bachelorarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1.5, Universität Wien, Sprache: Deutsch, Abstract: Werbung ist heutzutage zu einer Selbstverständlichkeit unseres Lebensalltags geworden, welche wir ohne große Überlegungen hinnehmen. Überall begegnet sie uns - beim Spazieren durch die Stadt, beim Lesen, beim Fernsehen oder beim Surfen durch das Internet. Über Plakate und Werbeclips werden sowohl Botschaften gesendet als auch Idealbilder verbreitet. Werbung gibt gesellschaftliche Rollenbilder weiter. Die dabei gezeigten Stereotype und Vorurteile beeinflussen die Adressaten und verankern sich in Wertvorstellungen. Deshalb ist das Ziel dieser Arbeit das Bewusstsein eines jeden zu stärken und auf die tägliche Beeinflussung der verschiedenen Werbesujets gegenüber den Menschen zu richten. Weiters soll auch hervorgehoben werden, dass die Weiblichkeit für Frauen eine Herausforderung ist, da sie sich wegen dieser oft rechtfertigen müssen. Aus diesen Überlegungen ergibt sich die zentrale Forschungsfrage, ob und wo Kontinuitäten bei den sexistischen Frauendarstellungen in den 50er Jahren und im Jahr 2007 und 2010 vorhanden sind oder in wie weit diese gleichgeblieben sind beziehungsweise sich verändert haben. Trotz vermeintlicher Differenzen in der Präsentation von Frauenbildern in den 50ern und heutzutage, lassen sich bei genauerer Betrachtung einige Parallelen finden. Daher sollen mittels dieser Arbeit Argumente geliefert werden, die belegen, dass die herrschende Meinung, dass eine Entwicklung hin zu einem positiveren Frauenbild stattgefunden hat, nicht vollständig zutreffend ist. Die vorliegende Arbeit gliedert sich in vier Kapitel. Zu Beginn wird der Fokus auf die Beziehung der (Haus-)Frau zum Fernsehen und in weiterer Folge auf die Beziehung der Soap Opera mit dem weiblichen Alltag gerichtet. Im zweiten Teil wird vorwiegend das Thema Postfeminismus aufgearbeitet, welcher Frauen unter anderem


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Product Details
  • ISBN-13: 9783346515544
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 40
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346515540
  • Publisher Date: 15 Jul 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 63 gr


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Sexistische Frauendarstellungen in Werbekampagnen. In den 1950ern am Beispiel von "Dr. Oetker" und "Frauengold" im Vergleich zu den Jahren 2007 und 2010 am Beispiel von "Hirter Bier" und "Dolce & Gabbana"
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Sexistische Frauendarstellungen in Werbekampagnen. In den 1950ern am Beispiel von "Dr. Oetker" und "Frauengold" im Vergleich zu den Jahren 2007 und 2010 am Beispiel von "Hirter Bier" und "Dolce & Gabbana"
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Sexistische Frauendarstellungen in Werbekampagnen. In den 1950ern am Beispiel von "Dr. Oetker" und "Frauengold" im Vergleich zu den Jahren 2007 und 2010 am Beispiel von "Hirter Bier" und "Dolce & Gabbana"

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