Žensko tijelo u reklamama

Abstract

U prvom dijelu diplomskog rada bit će pobliže opisani mediji i njihova uloga, to jest, što utječe na njih danas te koji se termini vežu uz njega. To su, za medije i poglavito oglašavanje, konzumerizam, masovna i popularna kultura. Nadalje, etika i etički kodeks je temeljna misao i začetna ideja rada. Prikazani su prihvaćeni zakoni i organizacije koje reguliraju medije s obzirom na način prikazivanja spolnih i rodnih uloga. Pojam seksualnosti i seksizma su pojmovi koji su svakodnevno prožeti kroz oglašavanje i marketinške trikove. „Sex sales“, to jest, „Seks prodaje“ fraza je koja na najbolji način objašnjava funkcioniranje medija, reklama pogotovo. Pojmovi seksuaalnosti i seskizma su definirani kako bi se lakše mogle shvatiti razlike između njih. Drugi dio rada odnosi se na oglašavanje, odnosno objektifikaciju tijela u oglašavanju. Time i započinje najvažniji dio rada nakon kojeg slijedi i sam istraživački dio. U tom dijelu prikazani su primjeri reklama koje su prihvatljive, odnosno većinom koje nisu, ali i rodni stereotipi koji se potvrđuju u reklamama i ideali ljepote spram žena te muškaraca koji su nametnuti. Analiza sadržaja reklama na nacionalnoj televiziji glavni je dio rada od kojeg proizlazi sve ostalo. Kategorije na kojima se istraživanje temeljilo postavljene su od strane Caroline Heldman i njezinog tzv. SOT- a, testa seksualnog objekta koji mjeri koliko je prisutna seksualna objektifikacija u slikama, a ono se odnosni na sedam pitanja koji su detaljnije objašnjena u radu. Na kraju, u poglavlju „Rasprava“ opovrgnute su, odnosno prihvaćene hipoteze koje su postavljene, a čiji rezultati proizlaze iz podataka istraživačkog dijela rada.

The first part of the thesis will describe in more detail the media and its role, which is to say, what it is influenced by today and what buzzwords are attached to it. These would be, for the media and especially advertising, consumerism, mass and popular culture. Furthermore, ethics and a code of ethics are the fundamental discussion and idea of the paper. The paper will show laws and organizations that regulate the media presenting the way gender and gender roles are portrayed. The notion of sexuality and sexism are terms that are part of the daily advertising and marketing tricks. "Sex sells". It’s a phrase that best explains the functioning of the media, especially advertising. These concepts are defined to make it easier to understand the differences between them. The second part of the paper deals with advertising, or rather the objectification of bodies in advertising. This sets up the most important part of the discussion, followed by the research part itself. Here are presented examples of commercials that are acceptable, or for the most part not acceptable and also gender stereotypes that are endorsed in commercials and beauty ideals of women and men which are forcibly imposed on us. Analyzing the content of commercials on national television is a major part of the work from where everything else is derived. The categories on which the research was based upon, were laid out by Caroline Heldman and her SOT - the “sexual object test” which measures the extent of sexual objectification present in images and the relation to seven issues that are explained in more detail in the paper. Finally, in the “Discussion” chapter, the hypotheses that have been put forward, the results derived from the data of the research part of the paper have been refuted or proved.