Etnička i rodna ravnopravnost u oglasnim porukama u Srbiji
Ethnic and Gender Equality in Advertisements in Serbia

Summary/Abstract: The main objective of this paper is to indicate possible discrimination of certain categories of consumers as the consequence of the use of creative ways of commercial advertisement based on the use of models in promoting certain products or services. The results of the research, done by applying the methodology of content analysis of printed advertisement in two daily newspapers in Serbia, were analysed in this way. The aim of the research was to establish if the member of the majority populations (Serbs) and the minority population members (Roma population) were presented in an adequate manner as well as to determine if there are any signs of discrimination in ways of using the female and male models in the advertisements in Serbia.

• Details
• Contents