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Geschlechterrollen in medien fim 28.01.14 final

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Geschlechterrollen in medien fim 28.01.14 final

  1. 1. Das Frauenbild in der Werbung Darstellung von Geschlechterrollen in den Medien Dr. Astrid Nelke 1
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  7. 7. Guido Zurstiege (1998) untersuchte die Darstellung von Männern in der Werbung seit der 1950er Jahre. In den 50er Jahren erreichten in Deutschland die mit der industriellen Revolution begonnenen Geschlechterrollen von der Frau im Haushalt und dem Mann bei der Arbeit ihren Höhepunkt. 7
  8. 8. Dr. Oetker - Backin https://www.youtube.com/watch?v=072LrlGvSq8 Frauengold https://www.youtube.com/watch?v=r6OczveU0Xg Frauengold 2 https://www.youtube.com/watch?v=V0IgdSxtZU0 8
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  10. 10. Das Frauenbild in der Werbung der 70er https://www.youtube.com/watch?v=2YH289Ogd_w 10
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  12. 12. Werbung für Herren- und Damenrasierer Bei den Herren: Power auf Knopfdruck  Assoziation zu einem HighTech-Gerät oder einem stark motorisierten Auto, entsprechend ist der Rasierer auch in Szene gesetzt  Rasierer wird dadurch zum Zeichen für Schnelligkeit, Kraft und Prestige  passend zu männlichen Stereotypen (Men`s Health 10/05) Werbung für Frauen: Nassrasierer für Frauen, Darstellung einer Frau mit langen blonden Haaren und einem blass roten Bikini, lacht über das ganze Gesicht (Brigitte 12/05) 12
  13. 13. Werbung für Herren- und Damenrasierer Beide präsentieren ein klassisches Geschlechterbild: Das Glück der Frauen ist auf ein schönes Äußeres reduziert: schöne, schlanke, glückliche, junge Geschlechtsgenossin, die sich zur Identifikation anbietet  oberstes Ziel der Frauenwelt Bei Anzeige für Männer ist kein Mann abgebildet, es werden aber die traditionellen männlichen Werte abgebildet: Leistung, Stärke, Schnelligkeit 13
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  15. 15. Werbung eines Einrichtungshauses: Saudi Arabien vs. Deutschland. 15
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  18. 18. Ally McBeal 1 http://www.youtube.com/watch?v=8_wa-GOGgBU Ally McBeal 2 http://www.youtube.com/watch?v=AYUavFaQwEw 18
  19. 19. 19
  20. 20. Kontact: [know:bodies] gesellschaft für integrierte kommunikation und bildungsberatung mbh Dr. Astrid Nelke sophie-charlotten-str. 103 14059 berlin www.knowbodies.de www.facebook.com/knowbodies.de tel +49 (0) 30 – 703 74 12 mobil +49 (0) 177 – 703 74 12 fax +49 (0) 30 – 703 26 68 mail nelke@knowbodies.de 20

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