Gender stereotypes via anthropomorphology: A semiological analysis of printed advertisements
Küçük Resim Yok
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Peter Lang AG
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Anthropomorphology is one of the advertising methods, which creates identification between the consumer and the product. Anthropomorphology enables the audience to empathise with the advertisement's promises and makes the advertisement more striking. Ss a traditional way to attract consumer, using sexual discourse in advertisements is a powerful psychological tool used to sell products. No matter what the gender or sexual tendency is, the major goal of advertising is to channel the audience to consume more by creating ideal images; such as, the ideal body, ideal femininity, ideal masculinity, or ideal sexuality. Within this framework, this descriptive study aims at analysing anthropomor- phology and gender stereotypes in printed advertisements by the method of semiology, a science that seeks not the open, clear meaning of a text or an image, but the meaning which lies beneath it. Therefore popular women and men magazines are selected to analyse as purposive samples. © Peter Lang GmbH, Internationaler Verlag der Wissenschaften, Frankfurt am Main 2016. All rights reserved.
Açıklama
Anahtar Kelimeler
Anthropomorphology, Gender stereotypes, Printed advertisements, Semiology, Sexual discourse
Kaynak
Research on Humanities and Social Sciences: Communication, Social Sciences, Arts
WoS Q Değeri
Scopus Q Değeri
N/A
