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Altersstereotype und Gender in der Werbung. Ein Vergleich zweier Kosmetikwerbevideos

Altersstereotype und Gender in der Werbung. Ein Vergleich zweier Kosmetikwerbevideos


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About the Book

Studienarbeit aus dem Jahr 2023 im Fachbereich Soziologie - Konsum und Werbung, Note: 1,3, Eberhard-Karls-Universität Tübingen, Sprache: Deutsch, Abstract: Welche Stereotype kommen in der TV-Werbung vor? Und welche Unterschiede gibt es zwischen Produkten, die auf unterschiedliche Gender ausgelegt sind? Im Rahmen dieser Forschungsarbeit werden zwei Anti-Age-Produkt-Werbungen miteinander verglichen und mithilfe der Theorie der Feminisierung des Alters interpretiert. Stereotype Darstellungen von Alter in Medien beeinflussen nicht nur das Selbstbild älterer Menschen, sondern wiederum auch das Verhalten Anderer diesen gegenüber. Solche Altersbilder ergeben sich durch Kategorisierungen und Zuschreibungen und somit kollektiven Deutungsmustern, die gewisse Erwartungshaltungen hervorrufen. Insbesondere der Werbung kommt im Kontext der Weitergabe dieser Deutungsmuster eine einflussreiche Rolle zu. Studien zu Altersbildern in der Werbung - sowohl in Print- und Onlinemedien sowie dem Fernsehen - konstatierten unterschiedliche Altersbilder in den gesellschaftlichen Teilsystemen. So konzentriert sich das Altersbild im Gesundheitssystem vor allem auf einen Leistungsabbau im Alter. Die Politik hingegen fokussiert sich auf ältere Menschen in der Rolle erfahrener Wähler*innen oder als Personen mit hoher Kaufkraft und somit enormen wirtschaftlichen Wert. Tatsächlich werden ältere Menschen immer interessanter für die Wirtschaft, da sie als besonders konsumfreudig gelten. Haushalte, in denen Senior*innen zwischen 65 und 75 leben, nutzen bereits 2003 rund 84,3 Prozent des verfügbaren Einkommens für den privaten Gebrauch. Mit Blick auf die demographische Lage Deutschlands wird außerdem klar, wie wichtig ältere Menschen auch in Zukunft für die Wirtschaft sein werden. Kein Wunder also, dass gerade ältere Menschen von Werbungen für verschiedene Produkte angesprochen werden sollen. Eine Vielzahl von Produkten wird daher mit älteren Personen beworben. Vor allem Werbungen zu Produkten aus d


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Product Details
  • ISBN-13: 9783346846259
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 26
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346846253
  • Publisher Date: 17 Mar 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 100 gr


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