IMAGINEA FEMEII ÎN PUBLICITATE: ÎNTRE MISOGINISM ŞI ESTETICĂ

Abstract

The woman is the favorite character in promoting the product or the service. This use is at most stereotypical. Advertising with women’s involvement is toxic and sexist, and women’s eroticization contributes to discrimination in society.The roles assigned to women by advertising are full of stereotypes and prejudices, which distort the image of the woman and affect her even in real life. This master’s thesis demonstrates the tendency of local and foreign advertising to use a stereotypical image of women, which contributes to discrimination and the promotion of mass the misogyny, even if marketologists claim that the naked woman turns an advertisement into an art object.