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Gender advertisement Гендерный дисплей Publicidad sexista Gender advertisement
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Гендерный дисплей (англ. gender advertisement) — понятие, предложенное американским социологом Ирвингом Гофманом для объяснения различных аспектов взаимодействия людей. Оно отражает различные проявления принадлежности к определенному гендеру, проявляющиеся в межличностной коммуникации и социальном взаимодействии. La publicidad sexista hace referencia a las imágenes publicitarias que contienen estereotipos de los roles de género. La representación del género se usa con mucha frecuencia en la publicidad con el fin de establecer el papel de uno de los géneros en relación con el otro. Algunos estudiosos sostienen que los anunciantes están obsesionados con los géneros.​ Sin embargo, a diferencia del sexo, que es el producto de la distinción biológica entre hombres y mujeres; el género se desarrolla entre humanos como resultado de la socialización y, normalmente, está estrechamente relacionado con el sexo biológico. El género hace referencia a la yuxtaposición entre hombres y mujeres, o feminidad y masculinidad. Los anunciantes se centran en esta relación, porque la gente se define a sí misma según su gé Gender advertisement refers to the images in advertising that depict stereotypical gender roles and displays. Gender displays are used heavily in advertising in order to establish the role of one gender in relation with the other, and some scholars argue that advertisers are obsessed with gender. Advertisers focus on gender relationships, because people define themselves by gender, and gender can be "communicated at a glance", making it easy for advertisers to use this theme in their work. The effects of advertising on body image have been studied by researchers, ranging from psychologists to marketing professionals. "These days we know that the media and body image are closely related. Particularly, the body image advertising portrays affects our own body image. Of course, there are many Pubblicità di genere (dall'inglese "gender advertisment") è un concetto riferito alle immagini pubblicitarie che ripropongono ruoli e stereotipi di genere. È stato introdotto e ha trovato larga diffusione in letteratura a partire dalle ricerche del sociologo americano Erving Goffman che nel corso degli anni '70 ha svolto un lavoro di osservazione e raccolta di un vasto repertorio di annunci pubblicitari mettendo in evidenza, in particolare, il ruolo subordinato della donna rispetto all'uomo. Un rapporto che si evince sul piano della rappresentazione dall'analisi del comportamento non verbale "ritualizzato", indicato dal ricorrere di alcune configurazioni sulla base della prossemica, dalla postura e nelle espressioni, nei gesti e nelle relazioni spaziali tra i soggetti (femminili, maschili)
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Sam Femiano and Mark Nickerson
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Elizabeth Sweet Sam Femiano and Mark Nickerson
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n23:how-do-media-images-men-affect-our-lives 1.57788E9
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Bravery, adventurousness, being able to think rationally, being strong and effective, for example, are all "manly" traits that are usually encouraged. So also are the ability to think independently and take the initiative. Media images supporting these behaviors include the strong, silent Marlboro man and military ads telling young men to be 'all you can be'. 1950.0
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How do Media Images of Men Affect Our Lives
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Гендерный дисплей (англ. gender advertisement) — понятие, предложенное американским социологом Ирвингом Гофманом для объяснения различных аспектов взаимодействия людей. Оно отражает различные проявления принадлежности к определенному гендеру, проявляющиеся в межличностной коммуникации и социальном взаимодействии. La publicidad sexista hace referencia a las imágenes publicitarias que contienen estereotipos de los roles de género. La representación del género se usa con mucha frecuencia en la publicidad con el fin de establecer el papel de uno de los géneros en relación con el otro. Algunos estudiosos sostienen que los anunciantes están obsesionados con los géneros.​ Sin embargo, a diferencia del sexo, que es el producto de la distinción biológica entre hombres y mujeres; el género se desarrolla entre humanos como resultado de la socialización y, normalmente, está estrechamente relacionado con el sexo biológico. El género hace referencia a la yuxtaposición entre hombres y mujeres, o feminidad y masculinidad. Los anunciantes se centran en esta relación, porque la gente se define a sí misma según su género, ya que es algo que “se puede adivinar a simple vista”. Gracias a esto, para los anunciantes es cada vez más sencillo usar esta idea.​ Pubblicità di genere (dall'inglese "gender advertisment") è un concetto riferito alle immagini pubblicitarie che ripropongono ruoli e stereotipi di genere. È stato introdotto e ha trovato larga diffusione in letteratura a partire dalle ricerche del sociologo americano Erving Goffman che nel corso degli anni '70 ha svolto un lavoro di osservazione e raccolta di un vasto repertorio di annunci pubblicitari mettendo in evidenza, in particolare, il ruolo subordinato della donna rispetto all'uomo. Un rapporto che si evince sul piano della rappresentazione dall'analisi del comportamento non verbale "ritualizzato", indicato dal ricorrere di alcune configurazioni sulla base della prossemica, dalla postura e nelle espressioni, nei gesti e nelle relazioni spaziali tra i soggetti (femminili, maschili). Le modalità in cui il genere (femminile...maschile) è comunicato attraverso la pubblicità, sono definite come "gender displays" e generalmente ripropongono ruoli e occupazioni tradizionali, riflettendo il portato di una società patriarcale che pone i due sessi in un sistema dicotomico attribuendo tratti e caratteristiche secondo un modello oppositivo e complementare che vede la dominazione maschile e l'oppressione femminile, la divisione sessuale del lavoro, dei ruoli ecc. costituendo un ostacolo per il raggiungimento delle pari opportunità.Questo contribuisce a un processo di modellizzazione sociale che riafferma gli stereotipi, cristallizzando il genere per mezzo di immagini che «attraverso la propria capacità di produrre valore, attraverso la significazione che sono in grado di generare, concorrono in modo massiccio a determinare una sensibilità deformata». Questo tema è ancora oggi decisamente attuale come attestano le iniziative e i provvedimenti promossi a livello internazionale, e il succedersi nel corso del tempo di numerose ricerche e studi in molte aree disciplinari come nello specifico il campo degli studi di genere e della ricerca femminista. Gender advertisement refers to the images in advertising that depict stereotypical gender roles and displays. Gender displays are used heavily in advertising in order to establish the role of one gender in relation with the other, and some scholars argue that advertisers are obsessed with gender. Advertisers focus on gender relationships, because people define themselves by gender, and gender can be "communicated at a glance", making it easy for advertisers to use this theme in their work. The effects of advertising on body image have been studied by researchers, ranging from psychologists to marketing professionals. "These days we know that the media and body image are closely related. Particularly, the body image advertising portrays affects our own body image. Of course, there are many other things that influence our body image: parenting, education, intimate relationships, and so on. The popular media does have a big impact, though." This is because thousands of advertisements contain messages about physical attractiveness and beauty, examples which include commercials for clothes, cosmetics, weight reduction, and physical fitness. Researchers have conducted studies in an attempt to see if such advertisements have effects on teenage body image, and what those effects might be. Scholars from the University of Colorado and Millsaps College conducted research that concluded that the images, symbols, and practices of the media are used by the audiences they reach and that media does, in important ways, have the “last word” concerning the way individuals feel about themselves. Women account for 85% of consumer purchases.
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