Predstavljanje žene u oglašavanju
Representation of woman in advertising

Summary/Abstract: We are living in the time of advertising. We are bombarded by texts, pictures, sounds that advertise various products. Wanting it or not, we actively or passively participate in the advertising world, whether we participate in the production of commercials or ‘’only’’ as a mere observers. We will not exaggerate if we say that women are still seen as the dominant consumers of consumer goods, who at the same time advertise and buy the same goods. In the paper we analyze representation of women in advertising through the examples of two big advertisers: Benetton and Cosmopolitan. Although we are largely in the 21 century, stereotypization of woman in the process of advertising is still dominant, as we shall prove through the mentioned examples.

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