Challenges in the media and advertising : gender issue /
We seem to have a love-hate relationship with the media. On the one hand, we are somewhat addicted to the novelties they offer and seem to be easy targets for marketers. On the other hand, we loathe how much we allow them to influence our lives. Marketing experts are constantly trying to find ways i...
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| Format: | Book Chapter |
| Jezik: | English |
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| Online dostop: | http://press.um.si/index.php/ump/catalog/view/415/419/693-2 |
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| Izvleček: | We seem to have a love-hate relationship with the media. On the one hand, we are somewhat addicted to the novelties they offer and seem to be easy targets for marketers. On the other hand, we loathe how much we allow them to influence our lives. Marketing experts are constantly trying to find ways in which to appeal to certain audiences; thus, stereotypes are often used-intentionally or not. Gender stereotypes are based on (over)generalizations about entire groups, based on social, cultural and geographical assumptions and are reinforced through advertising. In the paper we try to determine whether there is gender (in)equality in this respect. Advertisements attempt to sell products or services and increase public awareness, etc., but they often do so by reinforcing gender stereotypes. Moreover, in attempts to avoid this, we see that both women and men are discriminated against in media advertising. Zdi se, da imamo do medijev nasprotujoč si odnos. Na eni strani smo odvisni od tega, kar nam ponujajo, in smo zelo lahke tarče tržnikov, na drugi strani pa nam ni všeč, v kolikšni meri medijem dovoljujemo, da dejansko vplivajo na naša življenja. Tržniki vedno znova poskušajo najti nove načine, da se približajo določenemu občinstvu in zato velikokrat - hote ali ne - uporabljajo stereotipe. Stereotipi, vezani na spol, slonijo na posplošitvah o večjih skupinah ljudi, podprtih z družbenimi, kulturnimi in geografskimi domnevami, ki jih dodatno krepijo prav oglasi. V pričujočem poglavju poskušamo ugotoviti, ali gre pri tem za spolno neenakost. Oglasi sicer poskušajo prodati izdelke in usluge ali pa zvišati javno ozaveščenost, a prepogosto na račun utrjevanja stereotipov, vezanih na spol. Kljub poskusom, da bi se temu učinku izognili, opažamo, da ne gre samo za diskriminacijo žensk, ampak tudi moških. |
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| Fizični opis: | Str. 31-45 : Ilustr. |
| Bibliografija: | Bibliografija: str. 45. Abstract ; Povzetek: Izzivi v medijih in oglaševanju - tematika spola. |
| ISBN: | 9789612862732 |