Female Objectification and Sexualisation In Advertising and Its Development in The Last 20 years
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| További közreműködők: | |
| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | advertising consumer behaviour Female objectification Female sexualisation marketing communication |
| Online Access: | http://dolgozattar.uni-bge.hu/40172 |
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| LEADER | 00000nta a2200000 i 4500 | ||
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| 001 | dolg40172 | ||
| 005 | 20220715112549.0 | ||
| 008 | 220715suuuu hu om 000 eng d | ||
| 040 | |a BGE Dolgozattár Repozitórium |b hun | ||
| 041 | |a en | ||
| 100 | 1 | |a Amanzholova Dana | |
| 245 | 1 | 0 | |a Female Objectification and Sexualisation In Advertising and Its Development in The Last 20 years |c Amanzholova Dana |h [elektronikus dokumentum] |
| 520 | 3 | |a The purpose of this research paper is to analyze the trend of objectification and sexualization of women in advertising. Female objectification and sexualisation (FOAS) is a contentious but widely used advertising strategy. A literature review and empirical research were conducted to attain this purpose. The primary findings of a questionnaire conducted in Hungary and Kazakhstan revealed that both women and men have a negative opinion about the use of FOAS in advertising, which can affect a brand's image and even willingness to buy a product. The study also shows that all genders hold comparable views, and that neutral or female-empowering commercials are more warmly received. | |
| 695 | |a advertising | ||
| 695 | |a consumer behaviour | ||
| 695 | |a Female objectification | ||
| 695 | |a Female sexualisation | ||
| 695 | |a marketing communication | ||
| 700 | 1 | |a Gajzágó Dr. Éva Judit |e ths | |
| 856 | 4 | 0 | |u http://dolgozattar.uni-bge.hu/40172/1/Dana%20Amanzholova%20BUMFLK%20dissertation%20work.pdf |z Dokumentum-elérés |