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Sexsymbole und Stereotype in Anzeigewerbungen. Österreichische und tschechische Online- und Printmedien im Vergleich

Sexsymbole und Stereotype in Anzeigewerbungen. Österreichische und tschechische Online- und Printmedien im Vergleich

          
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About the Book

Bachelorarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Wirtschaftsuniversität Wien, Sprache: Deutsch, Abstract: In dieser Arbeit setzt sich die Verfasserin mit der Problematik der Nutzung von weiblicher und männlicher Sexualität und Stereotypen zu Werbezwecken auseinander. Der Fokus liegt dabei auf aktuellen Werbeanzeigen in österreichischen und tschechischen Zeitschriften. Ziel der Arbeit ist, herauszufinden, in welchem Ausmaß und auf welche Weise beide Geschlechter in der Gegenwart sexualisiert und/oder stereotypisiert werden. Diese Arbeit ist in einen theoretischen Teil und einen Analyseteil gegliedert. Im einleitenden Teil der Arbeit, der insgesamt aus vier Kapiteln besteht, werden terminologische Fragen geklärt, wobei die Termini Werbung, Sex-Appeal, Stereotype und unethische bzw. diskriminierende Werbung im Vordergrund stehen. Das erste Kapitel gibt einen Überblick über Bedeutung, Geschichte, Ziele, Gestaltung und Arten der Werbung. Die zwei darauffolgenden Kapitel vermitteln den Überblick über häufig eingesetzte Arten von Sexsymbolen und Stereotypen, derer sich die Werbeindustrie bedient. Wichtige Bestandteile der Arbeit sind unter anderem die Abgrenzung unethischer von diskriminierender bzw. sexistischer Werbung sowie die rechtlichen Rahmenbedingungen und Beschränkungen in Bezug auf die Gestaltung der Werbung in Österreich und der Tschechischen Republik. Im Analyseteil der Arbeit diskutiert die Autorin, welche Sexsymbole und Stereotype in der heutigen Werbung beider Länder noch zu finden sind und in welchem Ausmaß die Werbemaßnahmen geschlechterdiskriminierend sind. Werbung ist ein höchstrelevanter Teil der modernen Gesellschaft. Tagtäglich werden Menschen mit Werbung konfrontiert. Die Werbemaßnahmen dienen dazu, Kaufreize auszulösen. Damit Werbung auch tatsächlich zum Erfolg wird, muss sie kreativ und innovativ, deswegen zum Teil auch schockierend gestaltet werden. Ein oft verbreitetes Werbemittel wird u


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Product Details
  • ISBN-13: 9783668401549
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 82 gr
  • ISBN-10: 3668401543
  • Publisher Date: 23 Mar 2017
  • Height: 210 mm
  • No of Pages: 52
  • Spine Width: 3 mm
  • Width: 148 mm


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