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Il ruolo della donna nella pubblicità

Autore
Ilaria Di Russo - Università degli Studi di Teramo - [2002-03]
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  • Tesi completa: 144 pagine
  • Abstract
    Advertising is one of the chief ways in our culture that images of women are presented to women. lt is pervasive, public, powerful.
    Advertising talks to women, giving messages about products and brands. Advertising talks about women, communicating messages about their identity.
    In a time when women are reassessing old and new images of themselves, advertising has an important role to play.
    To understand the images of women that women want to see reflected in advertising:
    • How do women see themselves today?
    • What are the images of women in advertising today?
    • What are the most compelling images of themselves women want to see in advertising?
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    Dal 1890 ad oggi, la donna nella pubblicità di saponi e detersivi in Inghilterra. Un'analisi storica, sociologica, semiotica, linguistica e pubblicitaria.
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    I° part: historical and sociological analysis of advertising messages appeared in UK and USA from 1890 up to now, considering mainly the relation between the woman as a consumer and the woman as subject of advertisement
    II° part: sociosemeiotical and cultural vision of the value of advertisement and of the merchandising that it proposes, examining the arguments of various authors either in a wider theorical context or in the analysis of actual social situations
    III° part: research of women's stereotypes in advertisement messages and pointing out of 13 different types of women in media.
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