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GENDER DIFFERENCES IN ADVERTISING - MISUSE OF WOMEN

Daniela Jurčić orcid.org/0000-0002-7721-9292 ; Filozofski fakultet, Sveučilište u Mostaru, Matice hrvatske bb, Mostar, Bosna i Hercegovina
Igor Jurčić orcid.org/0000-0001-5396-4493 ; JP Hrvatske telekomunikacije d.d. Mostar, Kneza Branimira bb, 88000 Mostar, Bosna i Hercegovina

Abstract

Advertisements are absolutely everywhere. They do exist in a huge quantity everywhere around us and many people do not notice them at all. Mut, It is very imortant to research them because they are very indicative and they represent, in a way, system in which we live. They have and influence on the construction of our identities but also on the notion of social roles and on the difference between women and men. In this context, it is interesting to watch advertisements in terms of gender stereotypes as well as the use of women's bodies in the advertising industry. The aim of the analysis of advertising content to determine the extent to which a woman's body used in advertising but also the violation of a law on gender equality in advertising content.

Keywords

advertising; advertisment; stereotype; sexism; women

Hrčak ID:

234452

URI

https://hrcak.srce.hr/234452

Publication date:

1.3.2018.

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