Gender Stereotyping in Advertising - Ben Ghozlen, Boutheina
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This book is situated within the framework of media & communication research and gender studies. It intends to measure the extent to which modern western TV adverts go beyond the traditional and stereotyped depiction of the sexes and to identify the messages they send to women and men about their gender roles and identities. Equally important, the research aims at examining how such potential sexism is mediated linguistically and non-linguistically and whether gender stereotypes lie primarily in the verbal or non-verbal components of TV commercials. To answer these research questions, a corpus…mehr

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Produktbeschreibung
This book is situated within the framework of media & communication research and gender studies. It intends to measure the extent to which modern western TV adverts go beyond the traditional and stereotyped depiction of the sexes and to identify the messages they send to women and men about their gender roles and identities. Equally important, the research aims at examining how such potential sexism is mediated linguistically and non-linguistically and whether gender stereotypes lie primarily in the verbal or non-verbal components of TV commercials. To answer these research questions, a corpus of ten TV ads was content-analysed along eight non-verbal variables and three verbal ones. The findings revealed that the selected TV advertisements alternate between exhibiting traces of a traditional and sexist portrayal of the sexes and reflecting instances of a more equitable representation of women and men in TV advertising.
Autorenporträt
Boutheina Ben Ghozlen is a lecturer at the High Institute of Human Sciences of Tunis, Tunisia. Her major research interests include media and gender studies, corpus linguistics, discourse analysis and pragmatics.