| Titlu: | Feminität und Maskulinität in der deutschen und in der rumänischen Werbung. Eine vergleichende Studie |
| Autor: | Patrick Lavrits |
| Publicația: | Temeswarer Beiträge zur Germanistik, 14, p. 89-115 |
| p-ISSN: | 1453-7621 |
| Editura: | Mirton Verlag |
| Locul: | Temeswar |
| Anul: | 2017 |
| Rezumat: | The present study inquires the extent to which advertising can be viewed as a particular form of communication against the background of cultural dimensions. Above all, the lack of coordination of the advertising design with regard to the country conditions or cultural characteristics of the consumers must be taken into account. Geert Hofstede attributes qualities such as determination, competition, and hardness with masculinity. Femininity is more associated with orientation towards balanced family life, harmonious relationships with fellow human beings and modesty. Therefore, advertising appeals in masculine cultures are more task-oriented and success-oriented, whereas the advertising appeals in feminine cultures tend to be closer to relationships and group affiliation. Femininity and masculinity can thus be recognized in the execution of advertising, the interactions between the characters and the type of characters represented, as well as the way of conveying the message and influencing the target audience in the different cultures. |
| Cuvinte-cheie: | interculturalism, intercultural perception, cultural dimensions, femininity, masculinity, advertising |
| Limba: | germană |
| Linkuri: |  pdf  html |
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