| Abstract | Reklame se pojavljuju u 19. stoljeću zajedno sa pojavom potrošačkog društva. Kako bi izbjegle
negativne konotacije reklame se još često nazivaju i oglasi, a reklamiranje oglašavanje.
Reklame svojim sadržajima ne reklamiraju samo određeni proizvod, već i prenose poruku.
Reklame se prenose putem medija koji imaju ulogu društvenih pokretača. Upravo slika žena je
pod velikim utjecajem medija i kako je tamo predstavljena. Mediji žele što jednostavnije
prikazati stvarnost i zato se koriste stereotipima. Kako je u reklamama bitna vizualnost često
se naglasak stavlja na žensko tijelo koje je prikazano nerealno. Uz to nameću koji je fizički
izgled prihvatljiv i poželjan kod žena. Mediji danas, uz školu, roditelje i društvo, imaju
značajnu ulogu u učenju ponašanja vezanih uz spolove. Zato su veliki problem rodni stereotipi
koji su jako često prikazani u reklamama. Rodni stereotipi prikazuju ponašanja koja se smatraju
prihvatljiva za muškarce ili žene. Često se muškarci prikazuju kao hrabri, dominantni i
agresivni, dok su žene nježne, osjetljive i atraktivne. Puno češće su u reklamama prikazani
stereotipi koji su vezani uz žene, nego uz muškarce. Prva istraživanja o rodnim stereotipima u
reklamama potječu iz sedamdesetih godina 20. stoljeća. Do promjena u istraživanju istih je
došlo u devedesetim godinama 20. stoljeća kada su utvrdili da su poruke koje reklame šalju
višeznačne i o publici ovisi kako će biti shvaćene. Zbog stereotipnog prikazivanja žena u
reklamama one se često upuštaju u nezdrave oblike mršavljenja, te se stvaraju pogrešna
očekivanja kod muškaraca. Od reklama koje prikazuju žene postoje one koje su namijenjene
ženama i one koje su namijenjene muškarcima. Proučavanje prikaza žena u reklama izrazito je
važno upravo zbog negativnog utjecaja kojeg te reklame imaju na žene, kao i muškarce i djecu.
Danas u 21. stoljeću je došlo do promjena u prikazu žena u reklamama, te se u reklamama bore
protiv stereotipnog prikazivanja žena. |
| Abstract (english) | Advertisements appear in the 19th century along with the emergence of consumer society. To
avoid negative connotations, commercials are also often called advertisements, and promotion
is advertising. Advertisements with their content do not only advertise a certain product, but
also convey a message. Advertisements are transmitted through media that play the role of
social initiators. It is the image of women that is greatly influenced by the media and how it is
presented there. The media want to present reality as simply as possible and that is why they
use stereotypes. As visuality is important in advertisements, the emphasis is often placed on
the female body, which is shown unrealistically. In addition, they impose which physical
appearance is acceptable and desirable for women. The media today, along with school,
parents, and society, play a significant role in learning gender-related behaviors. That is why
gender stereotypes, which are very often presented in advertisements, are a big problem.
Gender stereotypes depict behaviors that are considered acceptable for men or women. Men
are often portrayed as brave, dominant and aggressive, while women are gentle, sensitive and
attractive. Stereotypes related to women are much more often shown in advertisements than
those related to men. The first research on gender stereotypes in commercials dates to the
1970s. Changes in their research occurred in the 1990s when they found that the messages sent
by advertisements were ambiguous and depended on the audience how they would be
understood. Due to the stereotypical portrayal of women in advertisements, they often engage
in unhealthy forms of weight loss, and false expectations are created for men. In the
commercials featuring women, there are those aimed at women and those aimed at men.
Studying the portrayal of women in advertisements is extremely important precisely because
of the negative impact that these advertisements have on women, as well as on men and
children. Today, in the 21st century, there have been changes in the portrayal of women in
advertisements, and in advertisements they are fighting against the stereotypical portrayal of
women. |
