Ideal oder real? Die Darstellung weiblicher Schönheit in der Werbung der Dove-Kampagne "Initiative für wahre Schönheit"
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Ideal oder real? Die Darstellung weiblicher Schönheit in der Werbung der Dove-Kampagne "Initiative für wahre Schönheit"

Ideal oder real? Die Darstellung weiblicher Schönheit in der Werbung der Dove-Kampagne "Initiative für wahre Schönheit"


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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich Pädagogik - Medienpädagogik, Note: 1,3, Universität Passau, Sprache: Deutsch, Abstract: Egal wohin man blickt, überall umgeben uns Menschen mit scheinbar makellosen Teints, strahlend weißen Zähnen, vollen Haaren und schlanken Figuren. Sie lächeln uns von Werbeplakaten entgegen, tanzen unbeschwert in Fernsehspots umher und führen uns deutlich vor Augen, dass das Leben leicht und unbeschwert ist, wenn man das von ihnen beworbene Produkt besitzt. Auch wenn die Werbung kein Abbild der Realität ist, sondern durch die Arbeit von Stylisten, Visagisten und nicht zuletzt durch den Einsatz von Bildbearbeitungsprogrammen Darstellungen entstehen, die scheinbar perfekte Menschen zeigen, wecken sie dennoch bei zahlreichen Frauen den Wunsch, diesen gleichzukommen. Es ist schwer, dem medial vermittelten Schönheitsideal standzuhalten und sich nicht von den Werbeschönheiten einschüchtern zu lassen. Viele Frauen kennen den selbstkritischen Blick in den Spiegel und wissen, wie es sich beispielsweise anfühlt, wenn man feststellt, dass das Kleidungsstück, das an dem Model auf dem Werbeplakat noch sehr elegant aussah, diese Eleganz verliert, sobald man es selbst trägt. In unserer Gesellschaft sind immer mehr Menschen einem Schönheits- und Schlankheitswahn ausgesetzt und streben danach, dem Idealbild, welches von den Medien und besonders in der Werbung dargestellt wird, zu entsprechen. Dies birgt einige Gefahren, sodass Essstörungen und eine verzerrte Selbstwahrnehmung im Leben zahlreicher Menschen eine Rolle spielen. Es werden häufig Beschwerden gegen diese Art der Werbung laut, die wiederholt als medialer Schönheitswahn bezeichnet wird, doch trotzdem verschwinden die stets topgestylten, superschlanken Frauen nicht aus der Werbung. Aufgrund ihrer hohen Präsenz soll in dieser Arbeit auf die Darstellung weiblicher Schönheit in der Werbung eingegangen werden. Dabei gilt es, einige Fragen zu klären. Wie steht es um die Situation und Rolle der W


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Product Details
  • ISBN-13: 9783656909354
  • Publisher: Grin Publishing
  • ISBN-10: 3656909350
  • Publisher Date: 03 Mar 2015


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Ideal oder real? Die Darstellung weiblicher Schönheit in der Werbung der Dove-Kampagne "Initiative für wahre Schönheit"
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Ideal oder real? Die Darstellung weiblicher Schönheit in der Werbung der Dove-Kampagne "Initiative für wahre Schönheit"
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