![]() ![]() The research hypothesis suggests that mass-targeted commercial advertisements are more likely to be stereotype-consistent, while jury-targeted commercials, which compete for a professional creative prize, are rather stereotype-inconsistent. Focusing on the interval between 20, the aim is to contrast two main pillars: the first pillar represents six randomly selected commercial advertisements of different international product brands (Audi car, Ariel detergent, Johnson and Johnson’s Baby products, Activia yoghurt, Nike sports accessories and Advil painkiller medicine), while the second pillar is based on the five latest Epica Award-winning Grand Prix Films, juried by two hundred international journalists. ![]() ![]() Therefore, the present research aims to explore the changing frequency of male and female presence and the gender role representation with a special focus on the various trait descriptors, physical characteristics, and clothing styles, all of which either strengthen or break stereotypes. The intention of the present paper is to contribute to the enrichment of the identified gap by identifying the expected gender inequalities, the illusional visual portrayals, and the possible negative effects that can come into existence in society. A growing interest in ‘non-stereotypical gender role representation’ placed gender under a different light (Chu et al., 2016). ![]() Research has shown that marketers most often prefer to show females as desirable creatures in decorative roles, while men are typically featured as authoritarian and independent (Reichert & Carpenter, 2004). Find more information about:ISBN: 446OCLC Number:606852641Language Note:In English, with optional English or Spanish subtitles.Notes:2nd release: 2011.Sequel to: Killing us softly (c1979), Still killing us softly (c1987), and Killing us softly 3 (2000).Gender representation is a very complex system, which, according to a wide body of research, is never static, but rather ever-changing, due to the mediated visual artefacts channelled through advertisements. Read more.Rating:(not yet rated)Subjects.More like this. By bringing Kilbourne's groundbreaking analysis up to date, Killing us softly 4 stands to challenge a new generation of students to take advertising seriously, and to think critically about popular culture and its relationship to sexism, eating disorders, and gender violence'-Container. The film marshals a range of new print and television advertisements to lay bare a stunning pattern of damaging gender stereotypes-images and messages that too often reinforce unrealistic, and unhealthy, perceptions of beauty, perfection, and sexuality. 'In this new, highly anticipated update of her pioneering Killing us softly series, the first in more than a decade, Jean Kilbourne takes a fresh look at how advertising traffics in distorted and destructive ideals of femininity. ![]()
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