20.500.12556/RUL-129879 Reprezentacija ženske in vizualno komuniciranje učinkov vonja v dveh oglasih za parfum Jeana Paula Gaultiera diplomsko delo Representations of women and visual communication of the effects of scent in two perfume advertisements for Jean Paul Gaultier Da bi razumeli pomen oglasa, moramo razumeti, kako oglasi delujejo. Vizualna komunikacija igra ključno vlogo pri modnem oglaševanju in oglaševanju dišav, saj spodbuja našo domišljijo in pomaga pri ustvarjanju želje po oglaševanem izdelku. Vendar pa sporočila v oglasih niso vedno transparentna. Subliminalnost v oglaševanju je iskra, ki prižge številna vprašanja, ki so prisotna v družbi in se obvladujejo s pomočjo medijev. Eno izmed vprašanj, na katero se bom osredotočila v diplomski nalogi, je napačno prikazovanje žensk v medijih. Modne in dišavne blagovne znamke uporabljajo žensko telo za povečanje prodaje z ustvarjanjem vizualnih pripovedi, ki izpolnjujejo moške voajeristične potrebe. Moja diplomska naloga, ki raziskuje učinke in izzive prepričljivega oglaševanja dišav in predstavitev žensk v oglaševanju, temelji na dišavnih oglasih francoskega oblikovalca Jeana Paula Gaultiera za njegovi »Le Male« in »So scandal!« dišavi. Metodologije ki sem jih uporabljala za analizo oglasa, vključujejo analizo vizualne komunikacije in semiotično analizo, s pomočjo katerih sem ugotovila, kako industrija dišav ustvarja željo in kako ženske v vizualnih pripovedih »pomagajo« pri ustvarjanju želje. To understand the meaning of an advertisement, we have to understand how advertisements work. Visual communication plays a crucial part in fashion and fragrance advertising, as it sparks up our imagination and helps in the process of creating a desire for the product. However, messages in advertisements are not always transparent. Subliminality in advertising is the spark that ignites many issues that are present in society and are being kept alive with the help of the media. One of the issues that I will focus on in my diploma work is the wrong portrayal of women in the media. Fashion and fragrance brands use the female body to increase sales, by creating visual narratives that fulfill the male voyeuristic needs. My diploma work, which explores the effects and challenges of fragrance advertising and the representations of women in advertising, is based on French designer Jean Paul Gaultier's perfume ads for his 'Le Male', and 'So Scandal!' fragrance. My methodologies include a visual communication analysis and a semiotic analysis, which helped me to get the answer on how the fragrance industry creates desire and how women in visual narratives 'help' to create that creation of desire. oglaševanje ženska želja objektivizacija advertising woman desire objectification true true false [M. Pacanoska] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-09-09 08:08:41 2021-09-09 08:08:43 2022-09-09 04:13:42 0000-00-00 00:00:00 2021 0 Ljubljana 0 Ljubljana 33 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 305:659.1(043.2) 130528 79950851 6256.pdf 6256.pdf 1 032BBF93D91FA5B79633EDF0FEECEEE9 9d0d06a113571a2bc820703ef790abeed97e43146fdaa3cf4d51c7fe9a840c4f 23aeaa52-1134-11ec-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=146912 Fakulteta za družbene vede 0 0 0