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master's thesis
Gender Stereotypes in Television Commercials for Household Items
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, 2022. urn:nbn:hr:142:166336
Marić, Antonio
Josip Juraj Strossmayer University of Osijek
Faculty of Humanities and Social Sciences
Department of English Language and Literature

Institutional repository: FFOS-repository

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Marić, A. (2022). Gender Stereotypes in Television Commercials for Household Items (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:142:166336

Marić, Antonio. "Gender Stereotypes in Television Commercials for Household Items." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, 2022. https://urn.nsk.hr/urn:nbn:hr:142:166336

Marić, Antonio. "Gender Stereotypes in Television Commercials for Household Items." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, 2022. https://urn.nsk.hr/urn:nbn:hr:142:166336

Marić, A. (2022). 'Gender Stereotypes in Television Commercials for Household Items', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, accessed 08 January 2025, https://urn.nsk.hr/urn:nbn:hr:142:166336

Marić A. Gender Stereotypes in Television Commercials for Household Items [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences; 2022 [cited 2025 January 08] Available at: https://urn.nsk.hr/urn:nbn:hr:142:166336

A. Marić, "Gender Stereotypes in Television Commercials for Household Items", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:142:166336

Metadata
TitleGender Stereotypes in Television Commercials for Household Items
Title (croatian)Rodni stereotipi u televizijskim reklamama za proizvode za kućanstvo
AuthorAntonio Marić
MentorGoran Milić (mentor)
Committee memberGoran Milić (predsjednik povjerenstva)
Committee memberDubravka Vidaković Erdeljić (član povjerenstva)
Committee memberGoran Schmidt (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Humanities and Social Sciences
(Department of English Language and Literature)
Osijek
Defense date and country2022-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Philology
Anglistics
Abstract
This paper studies the depiction of genders through stereotypes in television commercials, more specifically, to what extent and how gender stereotypes are presented in modern day television advertising. In the first part of the paper, a brief theoretical background and history of television advertising is provided, along with a list of frequently used advertising appeals and gender specific roles in a nuclear family household and how each of them is targeted by advertisers. The second part of the paper provides two types of television commercial analyses – a survey and case study. The survey gives an overview of 30 television commercials that target both genders and examines, among other parameters, in which gender roles they are presented, and which advertising appeals are used to target them. The case study provides a detailed analysis of 10 television commercials, that are selected from the survey corpus, that best illustrate common examples of gender stereotyping and/or show an alternative way to target based on gender either by mocking gender stereotypes or showing male and female characters in reverse gender roles.
Keywords
Languageenglish
URN:NBNurn:nbn:hr:142:166336
Study programmeTitle: English Language and Literature (double major); specializations in: Teacher Training, Translation and Interpreting Studies, Philology
Course: Teacher Training
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra edukacije engleskog jezika i književnosti (magistar/magistra edukacije engleskog jezika i književnosti)
Study programmeTitle: Hungarian Language and Literature (double major); specializations in: Teacher Training, Communication Training
Course: Communication Training
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra mađarskog jezika i književnosti (magistar/magistra mađarskog jezika i književnosti)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-12-16 21:12:55