Semiotika oglaševanja

žensko telo v modnem oglaševanju

Neja Hafner (Author), Bruno Završnik (Mentor)

Abstract

Na vsakem koraku smo obdani z mediji, ki nam služijo kot vir informacij in zabave ter nas nezavedno oblikujejo ter vplivajo na naše vedenje in navade. Preko oglaševanja nam množični mediji predstavljajo idealizirano podobo telesa, predvsem ženskega telesa. Po taki podobi se potrošniki zgledujejo in jo želijo doseči, saj so oglasi oblikovani tako, da vzbudijo željo in potrebo po idealnem telesu in podobi ter po izdelkih, ki takšno popolno podobo uresničujejo in izpolnjujejo. Magistrsko delo je sestavljeno iz dveh delov; iz teoretičnega in empiričnega dela. V teoretičnem delu smo predstavili tri sklope teorije. Prvi sklop je opredelitev oglaševanja in medijev, bolj podrobno tiskanih medijev, predvsem ženskih revij, saj je tema magistrskega dela podoba ženske v oglasih. V drugem sklopu magistrskega dela smo opredelili semiotiko in njeno uporabo v oglaševanju. Semiotika nam pomaga pri razumevanju oglasnih sporočil, saj se ukvarja z razumevanjem znakov in njihovim interpretiranjem, ki se lahko razlikuje pri vsakem posamezniku. V zadnjem, tretjem sklopu prvega dela, smo proučevali podobo ženske v oglasnih sporočilih. Opisali smo, kakšna je podoba ženske v družbi in oglaševanju, se soočili s še vedno prisotnimi problemi seksizma in obravnavanja ženske kot seksualnega objekta ter kako oglasi vplivajo na ženske. V empiričnem delu smo se osredotočili na razumevanje oglasov s pomočjo semiotične analize, saj se semiotika ukvarja s tem, kako je pomen posredovan. Ker se semiotika ukvarja z razumevanjem in interpretiranjem znakov, je eden glavnih ciljev magistrskega dela pokazati, da je tudi telo znak, ki ga je mogoče opredeliti kot nosilca pomenov. V raziskavi smo med drugim ugotovili, da naj bi bile lepe in vitke ženske opredeljene kot zadovoljne in uspešne ter tudi zaželene. S semiotičnega vidika to pomeni, da nas oglasi nagovarjajo k nakupu izdelka, ki to omogoča.

Keywords

oglaševanje;mediji;semiotika;ženske;žensko telo;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[N. Hafner]
UDC:	659.1-055.2(043.2)
COBISS:	12672540
Views:	1913
Downloads:	293
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	ǂThe ǂsemiotics of advertising
Secondary abstract:	Every step of our way is over flooded by media that may serve as either a source of information or entertainment. The media also affects our habits and behaviour on a subconscious level. Through advertising the mass media presents us the idealised image of the human body, especially female body. Average consumers look up to this idealised image and wish to achieve it and for that reason the advertisements are designed in such manner that they raise the consumers´ desire and need for the achievement of an ideal body, the image and for the purchase of products that make it easier to fulfil this desire. This Master´s thesis consists of two parts; the theoretical and empirical part. In the theoretical part there are three theoretical sets. The first consists of the definition of advertising and media, more precisely the written media, especially in females´ magazines because the topic of this thesis is the female image in advertising. The second theoretical set presents the definition of semiotics and its usage in advertising. Semiotic helps us to better understand advertisements because it is a study of the signs and their interpretations, which can differ from individual to individual. The last of the three theoretical sets will consist of a study of the portrayal or image of women in advertisements. The description of the portrayal of women in the society and in advertising will be followed by a presentation of still problematic sexism and the treatment of women as sexual objects and how the advertisements affect women. In the empirical part the focus is on the understanding of the advertisements with the help of the semiotic analysis. Semiotics deals with the understanding and the interpretation of signs and for that reason, one of the main purposes of this thesis is to show that a body can also be regarded as a sign which may be defined as a holder of meaning. In the research included in the thesis we came to the conclusion that beautiful and slim women are presented as happy, successful and desired. From semiotic point of view this means that the advertisements appeal to the consumers to buy the products that enable them all these virtues.
Secondary keywords:	advertising;media;women´s magazines;semiotics;female body image;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 71 str.
ID:	9176454