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Woman in advertising

Summary/Abstract: Currently, a large part of the advertising messages are women, therefore, the thesis explores how updated is femininity in advertising. In the text are shown the stereotypical roles of modern woman and traditional woman. According to literature analysis, stereotyping of women is dependent on this, who headed the advertising message. In this thesis it has been shown how used is femininity in advertising. The aim of the discussion is also necessary to specify the characteristics of the various types of the image of women in advertising. To this end was carried out qualitative study consisting of an analysis of the content of advertisements placed on the informational websites, as well as on targeted to men and women. Among them it is worth to pay special attention to determine that today we are dealing with a significant distinction between advertising based upon target audience. It follows that the ads aimed at women are therefore strongly in favour of a completely different aspects of femininity than in ads for men, in connection with a different perception of femininity by these target groups.

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