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Werbung in geschlechterspezifischen Zeitschriften

Werbung in geschlechterspezifischen Zeitschriften


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About the Book

Studienarbeit aus dem Jahr 2004 im Fachbereich Medien / Kommunikation - Printmedien, Presse, Note: 1,5, Technische Universität Dortmund (Germanistik der Kulturwissenschaften), Veranstaltung: Werbung und Sprache, Sprache: Deutsch, Abstract: Die untersuchten Zeitschriften (200 Zeitschriften) sollen sich in weibliche und männliche Leserschaft aufteilen. Da es keine genaue Abgrenzung einer geschlechterspezifischen Zeitschrift gibt, wählte ich die untersuchten Zeitschriften nach eigenem Duktus aus. In den Editorials der Zeitschriften wurde bei den meisten Ausgaben sehr deutlich, welches Geschlecht sie ansprechen. Für die Werbemacher ist ein genaues Wissen über die Zielgruppe, in der sie die Werbung schalten wollen, wichtig, denn nur so können sie diese direkt und effektiv ansprechen. In einer Zeitschrift, die meist selbst ein Profil für ihre eigene Wirksamkeit erstellt, ist diese Zielgruppenaufteilung für eine effektive Ansprache genau definiert. Ob es in der Tat einen Unterschied in der Werbung und der Gestaltung gibt oder ob die gleichen Werbungen geschaltet werden, versuche ich in Kapitel 5 dieser Arbeit zu untersuchen. Zuvor muss untersucht und geklährt werden, welche Geschlechterrollen und deren Darstellungen in der Werbung und in der Gesellschaft existieren, ritualisiert sind oder gar durch die Werbung in die Gesellschaft transformiert werden. Um darauf eine Antwort zu bekommen wird der Frage nachgegangen ob es eine Verstärkung der Geschlechterrollen gibt und ob Stereotypen naturbedingt oder von den Medien produziert werden. Einen Bereich, den mann nicht vergessen darf, wenn man sich mit Werbung und Geschlechterrollen beschäftigt, ist der des Sexismus. Hierfür werden insbesondere die Darstellung in Werbebildern unter die Lupe genommen und bewertet. Es wird emirisch untersucht wie oft mit Männern, mit Frauen, mit Frau und Mann, mit eideutig erotischem Flair oder nur dem Produkt geworben wird. Nicht nur die Bilder, sondern auch der Text wird genauer untersucht und g


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Product Details
  • ISBN-13: 9783638723909
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 141 gr
  • ISBN-10: 3638723909
  • Publisher Date: 06 Aug 2007
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Sub Title: Der Vergleich von Männer- vs. Frauenzeitschriften
  • Width: 148 mm


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