AMBIENTUM BIOETHICA BIOLOGIA CHEMIA DIGITALIA DRAMATICA EDUCATIO ARTIS GYMNAST. ENGINEERING EPHEMERIDES EUROPAEA GEOGRAPHIA GEOLOGIA HISTORIA HISTORIA ARTIUM INFORMATICA IURISPRUDENTIA MATHEMATICA MUSICA NEGOTIA OECONOMICA PHILOLOGIA PHILOSOPHIA PHYSICA POLITICA PSYCHOLOGIA-PAEDAGOGIA SOCIOLOGIA THEOLOGIA CATHOLICA THEOLOGIA CATHOLICA LATIN THEOLOGIA GR.-CATH. VARAD THEOLOGIA ORTHODOXA THEOLOGIA REF. TRANSYLVAN
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STUDIA PHILOLOGIA - Ediţia nr.3 din 2005 | |||||||
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REVEDEREA GENULUI ÎN PUBLICITATE. Autori: MIHAI MIRCEA ZDRENGHEA. |
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Rezumat: Gender plays a crucial role as far as commercials and advertising in general are concerned. Analyzing this role can only reveal the way in which advertising makers attempt to manipulate the masses and furthermore increase awareness of this manipulation strategy. From the point of view of ‘reward types’ category, many gender role effects have been observed. The general pattern is that males are shown to be associated with pleasurable rewards, while females advertise more products that yield social self-enhancement. All observations show that females are associated more often with social approval and/or self-enhancement. The category ‘practical’ is not a strong indicator of se stereotyping, as different countries tend to show a diverse pattern. Some show that males are associated more often with practical rewards while others show the reverse pattern. | |||||||