Body shaming – representation of visual image in the advertisement of Top Shop

Diplomska naloga se osredotoča na problem \u27body shaminga\u27 oziroma zasramovanja telesa, ki se pojavlja predvsem zaradi pritiskov medijev in družbenih meril. V nalogi bomo razpravljali o reprezentaciji moškega in ženske v medijih ter o njuni samopodobi, obrazložili pojem \u27body shaming\u27 in pojasnili njegov problem, ter zaradi njegove spornosti govorili o oglaševanju in etiki. S metodo analize vsebine bomo na primeru oglasov Top Shop ugotovili, koliko slik se povezuje z \u27body shamingom\u27, ugotovili ali se res več oglasov nanaša na žensko telo in preverili ali so res vsi analizirani oglasi skladni s Slovenskim oglaševalskim kodeksom.The thesis focuses on the body shaming problem that appears mostly because of media pressure and high social standards. We discuss the representation of men and women in the media, their self-esteem, we explain the term body shaming and try to resolve the ethical issues that give rise to it. We try to locate the problem in the context of advertising practices and advertising ethics that are supposed to regulate them. By conducting content analysis using the Top Shop advertisements as the basis, we determine how many pictures can be related to body shaming, discover if more ads really refer to women and check whether all analyzed ads comply with the Slovenian advertising code