Semiotiskie līdzekļi dzimumu lomu strukturēšanai drukātā reklāmā
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Latvijas Universitāte
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Abstract
Teorētiķi atzīst, ka mūsdienu reklāma ir iesaistīta viedokļu un sociālo vērtību manipulācijā daudz vairāk nekā konkrēto produktu un pakalpojumu reklamēšanā. Reklāma ir dominējošās ideoloģijas sastāvdaļa, kas palīdz popularizēt un ‘naturalizēt’ varas struktūras, ieskaitot varas sadalījumu starp vīriešiem un sievietēm.
Šī darba mērķis ir noteikt kādas dzimumu lomas tiek piešķirtas vīriešiem un sievietēm mūsdienu drukātā reklāmā, un kādi semiotiskie līdzekļi tiek pielietoti šo lomu strukturēšanai.
It is acknowledged by many theorists that contemporary advertising is involved in the manipulation of values and attitudes to a much greater degree than communication of information about products and services. Advertising is a part of dominant ideology that helps to popularize and naturalize power structures in the society, including the one between men and women. The aim of this research is to determine what gender roles are assigned to men and women in contemporary printed advertisements, and the basic semiotic techniques employed in structuring them.
It is acknowledged by many theorists that contemporary advertising is involved in the manipulation of values and attitudes to a much greater degree than communication of information about products and services. Advertising is a part of dominant ideology that helps to popularize and naturalize power structures in the society, including the one between men and women. The aim of this research is to determine what gender roles are assigned to men and women in contemporary printed advertisements, and the basic semiotic techniques employed in structuring them.