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undergraduate thesis
Kako oglašavanje oblikuje izgled žene
2019. urn:nbn:hr:172:460798
Solje, Barbara
University of Split
Faculty of Humanities and Social Sciences, University of Split
Department of Sociology

Cite this document

Solje, B. (2019). Kako oglašavanje oblikuje izgled žene (Undergraduate thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:172:460798

Solje, Barbara. "Kako oglašavanje oblikuje izgled žene." Undergraduate thesis, University of Split, Faculty of Humanities and Social Sciences, University of Split, 2019. https://urn.nsk.hr/urn:nbn:hr:172:460798

Solje, Barbara. "Kako oglašavanje oblikuje izgled žene." Undergraduate thesis, University of Split, Faculty of Humanities and Social Sciences, University of Split, 2019. https://urn.nsk.hr/urn:nbn:hr:172:460798

Solje, B. (2019). 'Kako oglašavanje oblikuje izgled žene', Undergraduate thesis, University of Split, Faculty of Humanities and Social Sciences, University of Split, accessed 21 March 2023, https://urn.nsk.hr/urn:nbn:hr:172:460798

Solje B. Kako oglašavanje oblikuje izgled žene [Undergraduate thesis]. Split: University of Split, Faculty of Humanities and Social Sciences, University of Split; 2019 [cited 2023 March 21] Available at: https://urn.nsk.hr/urn:nbn:hr:172:460798

B. Solje, "Kako oglašavanje oblikuje izgled žene", Undergraduate thesis, University of Split, Faculty of Humanities and Social Sciences, University of Split, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:172:460798

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Metadata
TitleKako oglašavanje oblikuje izgled žene
Title (english)How advertising shapes women's appearance
AuthorBarbara Solje
MentorSanja Stanić (mentor)
Committee memberMarija Lončar (predsjednik povjerenstva)
Committee memberSanja Stanić (član povjerenstva)
Committee memberGorana Bandalović (član povjerenstva)
GranterUniversity of Split
Faculty of Humanities and Social Sciences, University of Split
(Department of Sociology)
Split
Defense date and country2019-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Social Activities
Abstract
Oglašavanje se smatra najutjecajnijom promotivnom aktivnošću. To je način kojim se proizvodi ili usluge izlažu na tržištu. Ono oblikuje naše ponašanje i stil života Oglašavanje se mijenjalo kroz vrijeme. Dok je na početku je bilo informativno, kasnije postaje uvjeravajuće i cilja na određene društvene skupine. Oglašivači se koriste raznim strategijama za privlačenje pažnje, od boja preko verbalne i neverbalne komunikacije, specifičnog diskursa do raznih oblika manipulacije. Jedna od skupina na koje oglašavanje cilja su i žene. Prikazi žena u oglasima stereotipizirani su te predstavljaju nedostižne ideale ljepote. Oglašivači odgovaraju feminističkim kritikama tako što inkorporiraju feminističke stavove u oglase. Tako feminizam žele predstaviti kao životni stil koji se može postići konzumirajući odgovarajuće proizvode. Cilj ovog istraživanja bio je utvrditi kako oglašavanje oblikuje izgled žene analizom časopisa Gloria, konkretno brojeva koji su izašli u ljetnim mjesecima. Prvo smo željeli utvrditi ukupan broj oglasa koji se pojavljuju u svakom broju te koje se kategorije proizvoda pojavljuju u oglasima. Najveći je broj oglasa koji prikazuju kozmetiku. S obzirom da se radi o ljetnim mjesecima, ne iznenađuje činjenica da prevladavaju proizvodi za njegu kože, posebno kreme za sunčanje. Nakon toga, analizom odabranih oglasa, željeli utvrditi opći izgled žena na oglasima. Možemo reći kako prevladavaju mlade žene, bez bora na licu, njegovane sjajne kose. Također oglasi prikazuju uglavnom vitke žene. Na ženama u oglasima možemo vidjeti uglavnom široku, lepršavu odjeću. Što se tiče boja, u značajnoj mjeri prisutne su bijela, roza i crvena.
Abstract (english)
Advertising is considered to be the most influential promotional activity. This is the way in which products and services are exposed to the market. It shapes our behaviour and lifestyle. Adverising changes over time. While initially was informative, later it became persuasive and targets on specific social grups. Adverisers use multiple strategies for attracting attention, from colors over verbal and nonverbal communication, specific discourse to various forms of manipulation. One of the groups advertising targets are women. Displays of women in adverts are stereotyped and represent unapproachable ideals of beauty. Advertisers response to feminist critiques by incorporating feminist attitudes in adverts. They want to present feminism as a lifestyle which could be reached by consuming certain products. The aim of this research was to determine how advertising shapes womens appearance by analising the Gloria magasine, especially the numbers that were out in the summer. First, we wanted to determine the total number of adverts in each number and wich categories of products appear in adversts. Considering the fact that we are analising the numbers that were outh in the summer, it doesnt suprise the fact that prevale the products for skincare, especially sunscreens. After that, by analysing the chosen adverts we wanted to determine the the general look of the women in adverts. We can say that prevail young women, without wrinkles, nurtured, shiny hair. Also, adverts show mostly slim women. Women in advers wear mostly wide clothes. As far as colors are conserned, white, pink and red are sustantially present.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:172:460798
Study programmeTitle: Sociology
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica (baccalaureus/ baccalaurea) sociologije (sveučilišni/a prvostupnik/ prvostupnica (baccalaureus/ baccalaurea) sociologije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-10-01 09:06:40