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undergraduate thesis
"Gender Stereotypes in Healthy Life Advertisements in the Media"
2019. urn:nbn:hr:142:171315
Rišner, Iva
Josip Juraj Strossmayer University of Osijek
Faculty of Humanities and Social Sciences

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Rišner, I. (2019). "Gender Stereotypes in Healthy Life Advertisements in the Media" (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:142:171315

Rišner, Iva. ""Gender Stereotypes in Healthy Life Advertisements in the Media"." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:142:171315

Rišner, Iva. ""Gender Stereotypes in Healthy Life Advertisements in the Media"." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:142:171315

Rišner, I. (2019). '"Gender Stereotypes in Healthy Life Advertisements in the Media"', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, accessed 02 March 2025, https://urn.nsk.hr/urn:nbn:hr:142:171315

Rišner I. "Gender Stereotypes in Healthy Life Advertisements in the Media" [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences; 2019 [cited 2025 March 02] Available at: https://urn.nsk.hr/urn:nbn:hr:142:171315

I. Rišner, ""Gender Stereotypes in Healthy Life Advertisements in the Media"", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:142:171315

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Metadata
Title"Gender Stereotypes in Healthy Life Advertisements in the Media"
Title (croatian)Rodni stereotipi u medijskom reklamiranju zdravog života
AuthorIva Rišner
MentorGoran Milić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Humanities and Social Sciences
Osijek
Defense date and country2019-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Philology
Anglistics
Abstract
This paper starts from the concept of stereotype and describes examples of Croatian gender stereotypes found on wall towels that were very popular in Croatian kitchens from the late 19th century to the 1960’s. Upon that follows the analysis of language and style characteristics of slogans used in healthy food advertisements published in a blog for women, and the analysis of the structure, language and stylistic means in various ads and commercials. The analysis is focused not only on various gender stereotypes, such the one about childcare as primarily mother’s duty, but also on other stereotypes, such as those about age. The analysis includes the ads for sun tanning and skin protection products, and luxurious advertising campaigns for two brands of table water that respect gender equality: Evian and Jana. Special attention is paid to Evian’s campaign entitled “The Baby Bare Necessities” and Jana’s “Deep above all”. The end of the paper brings conclusions about language and paralanguage characteristics of commercials advertising the healthy way of living, and to what extent ads and commercials for healthy products observe or break gender stereotypes.
Keywords
Languageenglish
URN:NBNurn:nbn:hr:142:171315
Study programmeTitle: English Language and Literature (double major)
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) engleskoga jezika i književnosti (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) engleskoga jezika i književnosti)
Study programmeTitle: German Language and Literature (double major)
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/aprvostupnik/prvostupnica (baccalaureus/baccalaurea) njemačkoga jezika i književnosti (sveučilišni/aprvostupnik/prvostupnica (baccalaureus/baccalaurea) njemačkoga jezika i književnosti)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-12-27 08:55:05