20.500.12556/RUL-170555 Ženske in seksizem v slovenskem oglaševanju – vseprisoten fenomen ali stvar preteklosti? magistrsko delo Women and sexism in Slovenian advertising – an omnipresent phenomenon or a thing of the past? Naša družba je patriarhalna družba, kjer so moški tisti, ki nosijo družbeno, kulturno in ekonomsko moč, načela patriarhata pa se pojavljajo na vseh nivojih naše družbene ureditve. Skozi dolgo zgodovino oglaševanja vidimo, kako je patriarhat ključno vplival na pojavljanje žensk v oglasih in delovanje žensk v oglaševalski stroki. Magistrsko delo v ospredje postavlja vprašanje pojavljanja seksizma v slovenskih oglasih in ali se ta izraža z uporabo seksualiziranih podob žensk, spolnimi stereotipi in seksističnim humorjem. V teoretskem delu skozi zgodovinski pregled razvoja oglaševanja predstavim pozicijo žensk, njihovo pojavljanje v oglasih ter odnos do oglaševanja in oglaševalske stroke. Z opredelitvijo patriarhata in patriarhalnega oglaševanja pojasnim, zakaj in kako se seksizem pojavlja v naši družbi, kako različne oblike seksizma vplivajo na njegovo pojavljanje in kako se seksizem najpogosteje pojavlja v oglasih. Empirični del predstavlja lastna kvantitativna raziskava, izvedena na vzorcu slovenskih oglasov, ki so bili prijavljeni na Slovenski oglaševalski festival (SOF) v letih 2004, 2006, 2008, 2011 in 2020, 2021, 2022 ter 2023. Rezultati raziskave so pokazali, da se seksizem v slovenskih oglasih pojavlja v manjši meri, v letih 2004–2011 pa se pogosteje pojavlja z uporabo seksualiziranih podob žensk. Določenega vzorca pri pojavljanju spolnih stereotipov in seksističnim humorjem ni mogoče zaznati. Our society is a patriarchal one, in which men hold social, cultural, and economic power. The principles of patriarchy are embedded at all levels of our social structure. Throughout the long history of advertising, we can observe how patriarchy has significantly influenced both the representation of women in advertisements and the role of women within the advertising profession. This master’s thesis foregrounds the question of sexism in Slovenian advertisements and investigates whether it manifests through the use of sexualized images of women, gender stereotypes, and sexist humor. In the theoretical part, I provide a historical overview of the development of advertising, focusing on the position of women, their representation in advertisements, and their relationship to the advertising industry. By defining patriarchy and patriarchal advertising, I explain why and how sexism emerges in our society, how various forms of sexism contribute to its presence in advertising, and the most common ways in which it appears. The empirical part presents an original quantitative study conducted on a sample of Slovenian advertisements submitted to the Slovenski oglaševalski festival (SOF) in the years 2004, 2006, 2008, 2011, 2020, 2021, 2022, and 2023. The findings reveal that while sexism does appear in Slovenian advertisements, it does so to a lesser extent. However, in the period from 2004 to 2011, sexism more frequently manifested through the use of sexualized representations of women. No consistent pattern could be identified regarding the presence of gender stereotypes or sexist humor. seksizem v oglasih patriarhalno oglaševanje seksualizirane podobe žensk seksistični humor spolni stereotipi sexism in advertisements patriarchal advertising sexualized images of women sexist humor gender stereotypes true true false N. Kopajnik Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-07-09 09:24:55 2025-07-09 09:24:55 2025-08-04 10:33:09 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (118 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:305-055.2(043.2) 175699 244712451 19832.pdf 19832.pdf 1 E1EC77C8EE6C5ACB2EB9028EE752FB3A 5cc896f8be3f5afd4080f560b7b8cfe87b916323ab69282c5879b237e8f36b95 e95a46bc-5c93-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=212582 Fakulteta za družbene vede 0 0 0