Werbespots von Under Armour. Das Körperbild des starken Mannes
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Werbespots von Under Armour. Das Körperbild des starken Mannes

Werbespots von Under Armour. Das Körperbild des starken Mannes


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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Merz Akademie - Hochschule für Gestaltung Stuttgart, Sprache: Deutsch, Abstract: Der Sportartikelhersteller Under Armour hat im letzten Jahrzehnt eine besonders interessante Darstellung und Inszenierungen von Männerbildern präsentiert. Dieses Buch bietet eine Analyse der filmischen Inszenierung und der intendierten Wirkung in ausgesuchten Werbespots. Ein starker maskuliner Körper gilt in vielen Kulturen als positiv und erstrebenswert. Der physisch starke Mann wird jedoch auch negativ gesehen (Macho) und als bedrohlich empfunden. Heute wird in der Gesellschaft und den Medien oft ein kontrastierendes, feminines und androgynes Männerbild dargestellt. Ist der Mann während der Emanzipation der Frau stehen geblieben? Hat der Feminismus verpasst ein festes Rollenbild des modernen Mannes zu entwickeln? Das Männerbild wird zwangsläufig durch den Einfluss der Werbung in unserem Alltag mitgestaltet und verändert. Die soziale und kulturelle Wirkung der Werbung geht dabei weit über den wirtschaftlichen Bereich hinaus und verstärkt den ständigen Wandel vom Bild des Mannes in der Gesellschaft. Durch diesen Wandel verändert sich auch das Schönheitsideal von Frau und Mann in der Werbung. Es wird untersucht, welche gesellschaftlichen Verhältnisse heute gegeben sind, so dass das Körperbild des starken Mannes in diesen Werbespots erneut auftaucht. Worin bestehen die Faszination und der Erfolg dieser Sportwerbung? Traditionelle Bedeutungen und moderne Sichtweisen werden erforscht, verschiedene Männerbilder vorgestellt und es wird herausgearbeitet, inwieweit die Werbung gesellschaftliche Stereotype aufgreift und diese verändert, rezipiert oder weiterentwickelt.


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Product Details
  • ISBN-13: 9783668093676
  • Publisher: Grin Verlag
  • ISBN-10: 3668093679
  • Publisher Date: 01 Dec 2015


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