Connotations And Gender In Ads
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Connotations And Gender In Ads
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Author : Denise Ellinger
language : en
Publisher: GRIN Verlag
Release Date : 2005-04-16
Connotations And Gender In Ads written by Denise Ellinger and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-04-16 with Literary Collections categories.
Seminar paper from the year 2004 in the subject English Language and Literature Studies - Linguistics, grade: 2,7, Technical University of Braunschweig (Englisches Seminar), course: Proseminar, language: English, abstract: In this paper, I want to point out the characteristics of connotation and denotation and their relation to advertising. First, I will concentrate on connotation. I want to work out the structure and the way it is used and then go into its role in advertising. The chapter about denotation is supposed to give an overview of denotation. Just like the part about connotation I want to point out what the term denotation means and the usage of it. After that, I want to compare both aspects in an extra chapter. The last part of this chapter then illustrates the differences of connotation and denotation to make clear in what way they are related. Chapter number three then is related to the topic of Gender in Advertising. First, I will give a general overview about the topic and analytic possibilities. Later I will go on with the topic of women and men in advertising. In chapter number four, I will come up with the hypothesis that women and men have different connotations to specific terms or advertisings. To achieve that I made two different polls, whose results are presented here. The aim of those polls is to clear if there are any differences in the connotations of each sex to simple words. Later I will go on with a poll I carried out with several male test subjects. This poll was done with printed adverts and its objective is to answer the question if men are able to assign ads to the right target group and what they associate with the respective advertisements. Another important and interesting question that I want to answer in chapter 4.2. is if men tend to feel adverts as sexistic or not.
Gender And Advertising
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Author : Marco Adorno
language : en
Publisher: GRIN Verlag
Release Date : 2013-11-12
Gender And Advertising written by Marco Adorno and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-12 with Business & Economics categories.
Seminar paper from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,3, University of Koblenz-Landau (Anglistik), language: English, abstract: In this term paper, in order to analyze how gender roles and stereotypes are built in magazine advertisements, overall 280 advertisements of men's magazine Men’s Health and women's magazine Women’s Health, published in 2012 in the USA, were surveyed. Three issues for each magazine were selected to collect enough data for a content analysis. For the semiotic analysis ten advertisement were chosen as representative of gender advertising that appears in our society. The final conclusion of this term paper will be that, gender stereotypes are highly expressed, conveyed and confirmed in magazine advertisements and that although changes are visible, they are merely only on the surface, pretending to change.
Current Research On Gender Issues In Advertising
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Author : Yorgos Zotos
language : en
Publisher: Routledge
Release Date : 2020-10-12
Current Research On Gender Issues In Advertising written by Yorgos Zotos and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-12 with Business & Economics categories.
Gender stereotypes are general beliefs about sex-linked traits and roles, psychological characteristics, and behaviors, all of which contribute towards describing women and men. Gender role stereotyping in advertising has been a critical topic since the 1970s, and there is a long-lasting debate between advertisers and sociologists about the role and the social nature of advertising. Although changing role structures in the family and the labor force have brought significant variation in both male and female roles, it has been noted that there is a cultural lag in advertising, where men and women were, for a long period of time, depicted in more traditional roles. This book extends the research on gender stereotypes in advertising over the past 20 years, highlighting key themes such as attitude towards sex and nudity in advertising; women in decorative roles; the changing roles of women and men in advertising; and the viewpoints of those advertising professionals who design campaigns. This book was originally published as a special issue of the International Journal of Advertising.
Putting On Appearances
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Author : Diane Barthel
language : en
Publisher: Temple University Press
Release Date : 1988
Putting On Appearances written by Diane Barthel and has been published by Temple University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1988 with Business & Economics categories.
A lively critical analysis that reveals the overlooked and underestimated depth of cultural meaning behind contemporary American advertising
Gender Stereotyping In U S Print Advertisements
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Author : Sarah Höchst
language : en
Publisher: GRIN Verlag
Release Date : 2017-08-03
Gender Stereotyping In U S Print Advertisements written by Sarah Höchst and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-03 with Literary Collections categories.
In contemporary society advertising is everywhere. Advertisement is always with us, no matter where we are. Although we are aware of the constant bombarding by advertisement everywhere we go, we hardly recognize the influence that it has on us. Thereby, advertising has a great influence on us as individuals and on society as a whole. Through the media, we make sense of our cultural identities, gender and sexuality. The central goal of this book is to examine the development of presentations of gender stereotypes in print advertisements over a time period of 40 years via content analysis of a sample of magazine advertisements. The key questions are: How do U.S. print advertisements construct gender stereotypes? How did these stereotypes develop and do they have an influence on the consumer and the U.S. culture? Content analysis has been proven in decades of research on gender stereotyping as it relates to mass media and because this is an appropriate method to not only focus on images, but also on verbal messages. Magazines present an especially enduring, popular medium, thus this study focuses on gender stereotypes in print advertisements of magazines. More specifically, it focuses on the magazines Cosmopolitan and Esquire due to the varying target audiences, and because they might be a potential indicator of U.S. magazine advertising in general. To further limit the object of investigation, this study concentrates on beauty product advertisements. From the text: - Gender studies; - Cosmopolitan; - Esquire; - Identity; - U.S. Magazines
Advertising And Consumer Citizenship
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Author : Anne M. Cronin
language : en
Publisher: Routledge
Release Date : 2005-07-05
Advertising And Consumer Citizenship written by Anne M. Cronin and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-07-05 with Business & Economics categories.
Using a variety of print advertisements,this exciting and provocative study explores how the consumer is created in terms of sex, race and class. Essential reading for all those interested in issues of consumption, citizenship and gender.
Putting On Appearances
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Author : Diane Barthel
language : en
Publisher: Temple University Press
Release Date : 1988
Putting On Appearances written by Diane Barthel and has been published by Temple University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1988 with Social Science categories.
In this lively critical analysis, Diane Barthel reveals the previously overlooked and underestimated depth of cultural meaning behind contemporary American advertising. Focusing mainly on ads for beauty products directed at women, she demonstrates how stereotypical gender identities are emphasized and how advertising itself creates a gendered relationship with the consumer. She explores psychological, sociological, and cultural messages in advertising to show how Putting on Appearances is anything but a purely personal matter, and how the social realities in which we are forced to live are conditioned by the personal appearances we choose to create. Most advertisements are not sexually obvious, but rely instead on sexual story-telling in which seduction, deception, and passion are portrayed as acceptable means for achieving selfhood. Advertisements that proclaim, "Now is the time to paint your knees" speak with one form of authority: those that present the voice of the all-knowing scientist or the nurturing mother rely on others. Celebrities figure as professional beauties and wise older sisters, sharing their secrets with the consumer. "The Gentle Treatment Great Model Search Made Me a Star. Now it’s your turn." Inseparable from the clothes we wear and the products we use are our ideas and fantasies about our bodies. Beauty products present beauty rituals as transcendent occasions, and diet products call up religious imagery of guilt and salvation. The body itself is to be anxiously manipulated and systematically worked over until the consumer "turns her body into...an advertisement for herself, a complicated sign to be read and admired." In the series Women in the Political Economy, edited by Ronnie J. Steinberg.
Gender Utopia In Advertising
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Author : Luigi Manca
language : en
Publisher: Syracuse University Press
Release Date : 1994
Gender Utopia In Advertising written by Luigi Manca and has been published by Syracuse University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Business & Economics categories.
This work explores the connection between gender and utopian imagery in advertising. It argues that utopian visions reflect traditional and nontraditional gender roles and have shaped consumer's fantasies. Subjects include fashion magazine advertising and images of men in 1980s magazines.
Learning To Sell Sex Ism
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Author : Aileen O'Driscoll
language : en
Publisher: Springer
Release Date : 2018-10-29
Learning To Sell Sex Ism written by Aileen O'Driscoll and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-29 with Social Science categories.
This book presents the first in-depth exploration into the gendered attitudes and worldviews of advertising students. Offering a significant contribution to other cultural sociological works concerning the cultural and creative industries, Learning to Sell Sex(ism) adds further weight to the argument that it is imperative that we look closely at the people who create media texts in order to better account for and challenge sexist media content. In this study, such media creators are the advertising industry’s next generation of practitioners and creatives. Involving a mix of in-depth questionnaires, qualitative surveys, interviews with students, observational data, as well as an examination of the components comprising advertising modules, O’Driscoll documents the dominant gendered discourses articulated by advertising students and offers an opportunity for the advertising educational sector to reflect on how it might play its part in reducing stereotypical and sexist content emanating from the industry. Learning to Sell Sex(ism) will be of interest to students and scholars across a range of disciplines, including media studies, gender studies, sociology, cultural studies and marketing.
Persuasion In Advertising
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Author : John O'Shaughnessy
language : en
Publisher: Psychology Press
Release Date : 2004
Persuasion In Advertising written by John O'Shaughnessy and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
Effective advertising is, almost always, persuasive advertising, and while not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win. This exciting new book seeks to explain the precise ways in which advertising successfully persuades consumers, setting out the strategies for advertisers to adopt and illustrating the theories at work. Offering not only a conceptual and theoretical grounding in persuasive techniques, this book also provides concrete empirical research that is uniquely incorporated into a marketing textbook format. The authors cover topics including: difficulties of persuasion, rationality and emotion in persuasion, positive reinforcement techniques and cognitive approaches to persuasion. To illuminate these theories, the authors include original case-studies on campaigns as diverse as Death Cigarettes, Mecca Cola, The Oxo Family and Renault Clio, as well as recent advertisements from BMW, McDonalds, Omega and Silk Cut. A genuinely fresh text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.