Dojemanje seksualizacije ženskega telesa v oglasih pri mladih odraslih

Ložar, Pia (author), Švab, Alenka (mentor)

Namen mojega diplomskega dela je ugotoviti, kako mladi odrasli dojemajo seksualizacijo ženskega telesa v oglaševanju. V prvem delu diplomske naloge, v teoretičnem delu, s pomočjo sekundarnih virov raziskujem, kako se seksualizacija žensk v oglaševanju prične in kakšne posledice ima za družbo. V empiričnem delu naloge sem izvedla kvalitativno raziskavo z mladimi odraslimi med 18 in 30 let. V sklopu intervjuja jim postavim 32 vnaprej pripravljenih vprašanj. Ta se nanašajo na 5 predstavljenih slovenskih oglasov in na splošno mnenje, ki ga imajo o seksualizaciji žensk v oglaševanju. Osrednji raziskovalni vprašanji sta ali mladi odrasli takšno oglaševanje problematizirajo, kritizirajo in obsojajo in ali obstaja razlika po spolu glede branja in razumevanja oglasov s seksualizirano žensko podobo. Rezultati so pokazali, da mladi odrasli v večini problematizirajo takšno reprezentiranje žensk v oglasih, nekateri bolj, drugi manj ostro. Razlika po spolu obstaja. Ženski del intervjuvank se glede seksualiziranega predstavljanja žensk v oglasih odzove bolj kritično, jezno in je bolj odločno proti temu, kot moški del intervjuvancev.

• Language: Slovenian
• Keywords: oglaševanje, seksualizacija žensk, mladi odrasli.
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2019
• PID: 20.500.12556/RUL-108514
• COBISS.SI-ID: 36311133
• Publication date in RUL: 05.07.2019

Secondary language

• Language: English
• Title: Understanding the sexualization of a female body in advertisement by young adults

Abstract

The purpose of my bachelor thesis is to find out how young adults perceive the sexualization of the female body in advertising. In the first part of the thesis, in the theoretical section, with the help of secondary sources, I research the beginning of sexualization of women in the advertising and its consequences for the society. In the empirical part of the task I carry out a qualitative research with young adults aged between 18 and 30. In the interview I ask them 32 pre-prepared questions. They are related to 5 presented Slovenian ads and show their opinion about the sexualization of women in advertising in general. The main research questions are whether young adults problematize, criticize and condemn such advertising and whether there is a difference concerning reading and understanding ads with a sexualized female image depending on the sex. The results show that young adults mostly problematize such representation of women in ads, some more, the others less sharply. There is a difference in sex. The female group of the interviewees reacts more critically, angrily and is more strongly against sexualized representation of women in advertisements than the male group of the interviewees.

• Keywords: advertisement, sexualization of women, young adults.