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2018, vol. 49, br. 3, str. 192-205
Efekti prikazivanja žena u reklamama na formiranje stavova potrošača
Univerzitet Singidunum, Beograd

e-adresajstankovic@singidunum.ac.rs, rzivkovic@singidunum.
Ključne reči: reklame; žene u reklamama; stavovi potrošača; etička pitanja
Sažetak
Uticaj reklama na formiranje društvenih stavova i ponašanje potrošača, ispoljava se na racionalnom i emocionalnom nivou. Shodno tome, efekti reklama zalaze u domene psihologije i etike, često se sukobeći sa moralnim principima društva, na kojima bi, između ostalog, komuniciranje putem reklama trebalo da se zasniva. Stereotipno prikazivanje žena u reklamama, kao domaćice, uspešne poslovne žene bez porodice, ili samo kao ukrasnog objekta, svakodnevno se pronalaze u svim oblicima oglašavanja, od bilborda i televizijskih reklama, do reklama na internetu. Paradoks, u kome se žene masovno pojavljuju u reklamama bez neke jasne veze sa proizvodom, nameće kao cilj ovoga rada sledeća pitanja: da li je učestalo prikazivanje žena u reklamama zaista i potrebno, da li je uopše poželjno, i da li sugerisani model ženske lepote, koji se na ovaj način promoviše, ipak predstavlja najmoćnije 'sredstvo' prodaje. Ukoliko to jeste najmoćnije sredstvo, da li je moguće pomiriti dve suprotne pojave koje proizilaze iz te činjenice - društvenu, koja ženu, na ovakav način, stavlja u negativan kontekst, loše utiče na njeno lično zadovoljstvo i samopouzdanje, a i kosi se sa principima morala i etike, i marketinšku, koja ima za cilj privlačenje potrošača, samim tim menjajući njihove stavove u kupovini.
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O članku

jezik rada: engleski
vrsta rada: pregledni članak
DOI: 10.5937/markt1803192S
objavljen u SCIndeksu: 07.03.2019.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0