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Diversität und Inklusion in TV-Werbespots des österreichischen Drogeriefachhandels BIPA by Anonymous

Diversität und Inklusion in TV-Werbespots des österreichischen Drogeriefachhandels BIPA

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783346927170
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 34
  • Original Price: USD 25.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 59 grams
  • BISAC Subject(s): Sociology / General

Studienarbeit aus dem Jahr 2020 im Fachbereich Soziologie - Konsum und Werbung, Note: 1, Alpen-Adria-Universität Klagenfurt (Abteilung für Sprach- und Literaturwissenschaft), Veranstaltung: Spezialgebiete der Sprachwissenschaft, Sprache: Deutsch, Abstract: Die sich zunehmend weiterentwickelnden unterschiedlichen Lebensstile, der demographische sowie Wertewandel, die ethnisch-kulturelle Verschiedenartigkeit, veränderte Geschlechterrollen sowie die Individualität bedingen eine bunte gesellschaftliche Vielfalt, die zunehmend auch Einzug in die Werbung findet. Die vorliegende Seminararbeit setzt sich daher mit der Thematik der Diversität und Inklusion in TV-Werbungen des österreichischen Drogeriefachhandels beziehungsweise des Unternehmens und der Marke BIPA auseinander. Im Rahmen dieser Arbeit wird das Augenmerk dabei speziell auf die Diversitätsdimensionen Alter, Geschlecht und Ethnizität gelegt und konkret folgender Forschungsfrage nachgegangen: Wie werden die Diversitätsdimensionen des Alters, Geschlechts und der Ethnizität auf visueller, akustisch-auditiver und sprachlicher Ebene vom österreichischen Drogeriefachhandel BIPA in den letzten zehn Jahren dargestellt? Ziel dieser Seminararbeit ist demnach die Überprüfung der nachfolgenden Hypothesen: In den ausgewählten TV-Werbespots der Marke BIPA kommen deutlich Menschen unterschiedlichen Alters vor. Die ausgewählten TV-Werbespots der Marke BIPA berücksichtigen lediglich das weibliche und männliche Geschlecht, aber das im gleichen Ausma . Die ausgewählten TV-Werbespots der Marke BIPA berücksichtigen die Vielfalt der Ethnizität. Die ausgewählten TV-Werbespots der Marke BIPA bevorzugen im Hinblick auf Miranda und Anti-Miranda im Kontext der Diversitätsmerkmale Alter, Geschlecht und Ethnizität die Verwendung von Miranda. Die Marke BIPA fokussiert die Diversitätsdimensionen Alter, Geschlecht und Ethnizität bereits seit vielen Jahren. Zu Beginn findet eine Klärung der wesentlichen Begriffe Diskurs- und Korpuslinguisti

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