Die Arbeit erläutert Grundlagen der Werbung generell und speziell in Amerika. Der Schwerpunk liegt auf der Darstellung von Frauen in der Werbung.
Today advertising is more than ever important for the success of a new product. Companies spend fortunes on analyzing the style the campaign should underlie, the media which should be used to distribute the advertisement, or the frequency by which it should be published. Advertising experts do not leave things to chance and therefore every aspect is evaluated.
The most important issue those experts and the companies think about is the target group. “Advertisements are aimed at specific audiences, and the message is designed to fit the audience; these messages play on or even create the fears, needs, or desires of specific groups of people.” Two major audiences are simply men and women. For different reasons women constitute special target groups and therefore whole commercial campaigns are addressed to them in a way experts find adequate. To find out why women are addressed in particular and what kind of advertising the experts think might appeal to women will be an important topic in this work.
But women function not only as addressee of advertising, they are quite often also seen as actors or models in campaigns. To analyze what different pictures of women are made up, if they are realistic and what they aim at will be discussed in the second part.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Advertising
- General information on advertising
- Brief history of advertising
- Women as target group
- Techniques to address women
- Women's portrayal in advertising
- Women in advertisement for men
- Outlook
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The main objective of this work is to explore the role of women in advertising, both as target groups and as actors or models in campaigns. The work aims to understand why women are addressed in particular by advertising, what kind of advertising appeals to them, and how women are portrayed in advertisements.
- The influence of advertising on consumerism and society
- The use of advertising to target specific audiences, particularly women
- The portrayal of women in advertising and its impact on gender roles and stereotypes
- The techniques and strategies used in advertising to appeal to women
- The role of advertising in shaping and maintaining gender norms
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the concept of advertising as a cultural commodity and explores its importance in today's consumer-driven society. It highlights the significance of targeting specific audiences, particularly women, in advertising campaigns.
- Advertising: This chapter delves into the general information about advertising, including its definition, role in shaping social values and attitudes, and its primary goal of manipulating desires for consumption. It also discusses the importance of creating a positive company image.
- General information on advertising: This chapter explains the AIDA-formula, a key model for understanding how advertising works, and highlights the importance of focusing on target groups to create effective campaigns. It also explores the various functions of advertising.
Schlüsselwörter (Keywords)
The key concepts explored in this work include advertising, consumerism, target groups, women, gender roles, stereotypes, techniques of advertising, and the AIDA-formula.
- Quote paper
- Vanessa Lengert (Author), 2006, Women in Advertising - Women in American Society, Munich, GRIN Verlag, https://www.grin.com/document/78231
