ANALYSIS OF CHOCOLATE ADVERTISEMENTS FROM THE SEXUAL STEREOTYPES POINT OF VIEW

Delo se ukvarja s podobo spolov, predvsem žensk, v televizijskem oglaševanju. Podamo nekaj splošnih podatkov o stereotipih, oglaševanju, medijskih podobah spolov in socializaciji. V teoretičnem delu opredelimo tudi izvor in značilnosti stereotipov, televizijsko oglaševanje ter pomen in vpliv medijev pri razvoju in socializaciji človeka. Opredelimo še najpogostejše spolne stereotipe. Aplikativni del naloge se ukvarja s televizijskimi oglasi – primerjali smo oglase za čokolado na dveh komercialnih televizijskih programih: slovenskem POP TV in nemškem RTL. Zapisali smo rezultate analize oglasov za čokolado in razložili njihov pomen: spolni stereotipi so še zmeraj prisotni, a se zagotovo zmanjšujejo.This diploma work processes the image of both genders, women in particularly, in television advertising. General information on stereotypes, advertising, gender images in media and socialization will be given. Theoretical part of the diploma work also defines the origin of a stereotype and it\u27s main characteristics, television advertising and the meaning and impact of the media in social development of human beings. Also, the most frequent gender-defined stereotypes are defined. In the applicative part we have studied television advertisements – comparing two commercial TV channel\u27s chocolate advertisements: Slovene POP TV and German RTL. This analysis results are displayed and explained: gender-defined stereotypes are still present, but slightly diminished