Predstavljanje žena u oglašavanju u industriji ljepote i percepcija utjecaja na ponašanje žena

master's thesis

• Title (english): Representation of women in advertising in the beauty industry and the perception of influence on women's behavior
• Author: Petra Krupljanin
• Mentor: Ivana Greguric (mentor)
• Mentor: Ivana Jeleč (sumentor)
• Committee member: Davor Trbušić (predsjednik povjerenstva)
• Committee member: Tanja Grmuša (član povjerenstva)
• Committee member: Ivana Jeleč (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2024-07-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Prvi oglasi za kozmetiku pojavili su se tijekom 17. i 18. stoljeća (Ad Age, 2003) i bili su vrlo
jednostavni. Prolaskom vremena oglašavanje kozmetičkih proizvoda postalo je složenije jer se
ljepota počela povezivati s velikim filmskim i televizijskim zvijezdama koje su postale zaštitna
lica brendova, ali i osobe zbog kojih bi se kupci odlučili za određeni proizvod. Pojava
društvenih medija i influencera preoblikovala je industriju ljepote donoseći čitav niz novih
mogućnosti i izazova. Osim što su promijenili način prenošenja poruka te konceptualizacije i
provođenja kampanja, promijenili su način na koji brendovi ljepote predstavljaju proizvode i
proces izgradnje odnosa s potrošačima. Istraživanje Statista Research Departmenta iz 2019.
godine pokazalo je da čak 86 posto žena koristi društvene medije za savjet oko kupnje, dok
više od polovice žena donosi odluku o kupnji zahvaljujući objavama influencera (Statista,
2019). Nadalje, usporedno sa suvremenim kanalima i formatima, razvijali su se i novi
oglašivački trendovi. Od 2004. godine posebno se ističu oglašavanje s ciljem osnaživanja žena
(eng. femvertising), prikazivanje žena u zrelijoj dobi kao „vječno mladolikih“ (eng. ageism),
brendiranje čiste ljepote (eng. clean beauty) i drugi trendovi u industriji ljepote. Ovaj rad
analizira spomenute trendove u prikazu žena u oglašavanju industrije ljepote kroz studije
slučaja popularnih brendova u industriji ljepote.

Abstract (english)

The first advertisements for cosmetics appeared during the 17th and 18th centuries (Ad Age,
2003) and were very simple in form. Over time, the advertising of cosmetic products became
more complex because beauty began to be associated with big stars of movie and television
who became the face of brands, but also people who would make customers decide on a certain
product. The introduction of social media and influencers has reshaped the beauty industry,
bringing new opportunities and challenges. In addition to changing the way of conveying
messages, conceptualizing, and implementing campaigns, they changed the way in which
beauty brands present products and the process of building relationships with consumers. A
2019 survey by the Statista Research Department showed that as many as 86 percent of women
use social networks for purchase advice, while more than half of women make purchase
decisions thanks to influencer posts (Statista, 2019). Also, in parallel with modern channels
and formats, new advertising trends were also developing. Since 2004, femvertising or
advertising for the empowerment of women, visual ageism that portrays senior women as
“forever young”, the branding of clean beauty and other trends in the beauty industry have
been particularly prominent. This paper analyses emerging trends in the portrayal of women in
beauty industry advertising through case studies of popular brands in the beauty industry.

• Keywords: industrija ljepote; oglašavanje; trendovi; utjecaj; femvertising; ageism
• Keywords (english): beauty industry; advertising; trends; influence; femvertising; ageism
• Language: croatian
• URN:NBN: urn:nbn:hr:111:743496
• Study programme: Title: Communication Studies (Single Major, Science Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-07-17 12:26:39