prikaz prve stranice dokumenta Das Bild der Frau in deutschen Werbeanzeigen
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master's thesis
Das Bild der Frau in deutschen Werbeanzeigen
2022. urn:nbn:hr:162:973330
Stipić, Anđa
University of Zadar
Department of German Studies

Cite this document

Stipić, A. (2022). Das Bild der Frau in deutschen Werbeanzeigen (Master's thesis). Zadar: University of Zadar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:162:973330

Stipić, Anđa. "Das Bild der Frau in deutschen Werbeanzeigen." Master's thesis, University of Zadar, 2022. https://urn.nsk.hr/urn:nbn:hr:162:973330

Stipić, Anđa. "Das Bild der Frau in deutschen Werbeanzeigen." Master's thesis, University of Zadar, 2022. https://urn.nsk.hr/urn:nbn:hr:162:973330

Stipić, A. (2022). 'Das Bild der Frau in deutschen Werbeanzeigen', Master's thesis, University of Zadar, accessed 13 March 2025, https://urn.nsk.hr/urn:nbn:hr:162:973330

Stipić A. Das Bild der Frau in deutschen Werbeanzeigen [Master's thesis]. Zadar: University of Zadar; 2022 [cited 2025 March 13] Available at: https://urn.nsk.hr/urn:nbn:hr:162:973330

A. Stipić, "Das Bild der Frau in deutschen Werbeanzeigen", Master's thesis, University of Zadar, Zadar, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:162:973330

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Metadata
TitleDas Bild der Frau in deutschen Werbeanzeigen
Title (croatian)Prikaz žene u njemačkim reklamnim oglasima
Title (english)The image of a woman in German advertisements
AuthorAnđa Stipić
MentorHelga Begonja (mentor)
Committee memberAnita Pavić Pintarić (predsjednik povjerenstva)
Committee memberHelga Begonja (član povjerenstva)
Committee memberNikolina Miletić (član povjerenstva)
GranterUniversity of Zadar
(Department of German Studies)
Zadar
Defense date and country2022-10-11, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Philology
Abstract
Diese Masterarbeit beschäftigt sich mit dem Bild der Frau in deutschen Werbeanzeigen. Im theoretischen Teil der Masterarbeit wird über die Rolle der Werbeanzeigen, die Funktion des Bildes und des Textes in den Werbeanzeigen diskutiert. Weiters wird die Entwicklung des Frauenbildes in der Werbung und Werbeanzeige dargestellt. Im analytischen Teil werden 10 Werbeanzeigen umfangreicher untersucht, aber alle Kriterien der Analyse werden auf das Gesamtkorpus von 26 Werbeanzeigen angewandt. Die Analyse hat gezeigt, dass die stereotypischen Rollen der Frauen aus den 50er und 60er Jahren des 20. Jahrhunderts dem heutigen Frauenbild in den Werbeanzeigen nicht entsprechen. Die heutige Frau ist modern, selbstbewusst und selbstständig, während früher die Frau mehr oder weniger als Hausfrau oder Sexobjekt dargestellt wurde.
Abstract (croatian)
Diplomski rad bavi se prikazom žene u njemačkim reklamnim oglasima. U teorijskom dijelu diplomskog rada obrađuju se teme koje se odnose na ulogu reklamnih oglasa, funkciju slike i teksta u reklamnim oglasima i razvoj slike žene u reklami i reklamnim oglasima. U analitičkom dijelu se opširnije analizira 10 reklamnih oglasa, ali svi kriteriji analize primjenjuju se na cjelokupni korpus koji se sastoji od 26 reklamnih oglasa. Analiza je pokazala, da stereotipne uloge žena iz 50ih i 60ih godina 20. stoljeća ne odgovaraju današnjem prikazu žene u reklamnim oglasima. Današnja žena je moderna, samopouzdana i samostalna, dok se prije žena više ili manje prikazivala kao kućanica ili objekt požude.
Abstract (english)
This master thesis deals with the representation of woman in German advertisements. In theoretical part of the thesis, topics that are discussed are related to the role of advertisements, image and text function in the advertisement and the image development of the woman in the ad itself. In the analytical part, 10 advertisements are analyzed in detail, but all analysis criteria are applied to the entire corpus consisting of 26 advertisements. The analysis showed that the stereotypical roles of women from the 50s and 60s of the 20th century do not correspond to today's portrayal of woman in the advertisements. Today's woman is modern, confident and independent, whereas before, a woman was more or less portrayed as a housewife or an object of lust.
Keywords
Keywords (croatian)
Keywords (english)
Languagegerman
URN:NBNurn:nbn:hr:162:973330
Study programmeTitle: German Language and Literature (double major); specializations in: Teaching
Course: Teaching
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra edukacije njemačkog jezika i književnosti (magistar/magistra edukacije njemačkog jezika i književnosti)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-11-11 14:30:50