(Zlo)upotreba žene u reklamama
(Mis)use of Women in Commercials

Summary/Abstract: Advertising as a powerful means of influence on customer’s behavior has great potential of understanding of gender in one’s society. Mostly based on gender stereotypes, advertising uses archetypical patterns to sell advertised product, followed by more or less jokey statements. Even nowadays, when the emancipation of women has reached its full power, we can find commercials which represent women as housewives, in typical roles attached to household or family. We take these commercials for granted because we decode the message form our collective experience. The aim of this work is to show that through decades, starting from the early fifties when advertising has become a profession – gender stereotypes has maintained, even though less than they used to, and traditional understanding of women roles is society is still active, although not as dominant as it was.

• Details
• Contents