| Abstract [eng] |
Analysis of advertising as a way of communication is important research area, because a lot of social, cultural codes and symbols lies in it. Analysis of these codes and symbols not only helps to perceive the social reality, but also to understand how they influences the public. Content of the advertising messages are not alway positive part of socialization. Often, it reflects stereotypical information as a positive and the only aspiration. Limited conception of femininity and masculinity restricts the human‘s individuality and independence, depresess if purposed stereotypical traits are impossible to comply with. The objective of this work is to reveal what stereotypical features of women and men reflects in television commercials, media and society, and how they affect human‘s sexual identity, attitudes and behavior. The subject of this work is images of men and women, and the objective is to analyze the dominant gender images of Lithuanian television commercials, classify them into types and compare with images of male and female, prevailing in society and the media. Research goals: - establish what forms human‘s sexual identity and what determines the gender order in society; - determine what creates the image of person; - consider what features of gender images prevailing in society and media; - overview representations of male and female in television and discuss the impact of their images to consumers; - analyze Lithuanian television commercials and identify the dominant images of male and female. The methods of research applied in this work are comparative data analysis, qualitative and quantitative content analysis of advertising messages. They are chosen to highlight different features of the image, determine what elements of the image are the major and defines it‘s assessment; display the frequency of the gender images in television commercials; compare the images in commercials with gender images in public opinion surveys and media analysis. Research results. An analysis of scientific literature showed that advertising in different cultures over the past several decades hasn‘t changed. They still depict stereotypical images of men and women and their relationship. Qualitative and quantitative analysis suggests that the Lithuanian television commercials is no exception, they are still created on the stereotypical provisions of femininity and masculinity. Gender analysis of image-building elements revealed that the women and men in Lithuanian television commercials reflects the existing gender order in society: the images of men represent the dominant position and women - dependent. Comparative analysis of the data showed that the stereotypical gender images is very similar to the female and male characteristics in public opinion surveys and media publications. These images displays similarity of the direct and regular interaction between members of the society and reflections on gender images in television advertisement: commercials are created, according to public surveys and members of the society shapes their lives and values, based on stereotypes in advertisement. |
