Retorička analiza reklama za higijenske uloške

master's thesis

• Title (english): A rhetorical analysis of hygiene pads advertisements
• Author: Antonija Vulić
• Mentor: Boris Beck (mentor)
• Committee member: Boris Beck (predsjednik povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Rad se bavi jezično-stilskim postupcima koji se koriste prilikom oglašavanja reklama za higijenske uloške. Mjesečnica je u društvu i dalje tabu tema, stoga se o njoj ne može otvoreno komunicirati, a upravo je zbog toga higijenske uloške teško reklamirati. Reklame trebaju zadovoljavati današnje, uznapredovale, standarde reklamnog diskursa te ujedno moraju biti i oku privlačne kako bi okupile što veći broj publike i kupaca. Upravo je zbog toga važno protumačiti kako se i uz pomoć koji retoričkih postupaka prikazuje žena u reklamama za vrijeme krvarenja. Metoda istraživanja je kvalitativna analiza sadržaja. Za potrebe rada odabrano je, prigodnim uzorkom, šest reklama za higijenske uloške iz korpusa tri svjetski poznata brenda za higijenske uloške: Always, Libresse i Bodyform.  

Abstract (english)

This paper explores the linguistic and stylistic techniques used in advertising menstrual hygiene products. Menstruation remains a taboo topic in society, making open communication challenging and complicating the advertising of such products. Advertisements must meet today's advanced standards of advertising discourse while also being visually appealing to attract a broad audience and potential customers. Therefore, it is crucial to interpret how and through which rhetorical techniques women are depicted in advertisements during menstruation. The research method employed is qualitative content analysis. For this study, a targeted selection of six advertisements for menstrual hygiene products was chosen, representing three globally renowned brands: Always, Libresse, and Bodyform.

• Keywords: prikaz žene; retorika; tabu tema; nečistoća; mjesečnica
• Keywords (english): depiction of women; rhetoric; taboo topic; impurity; menstruation
• Language: croatian
• URN:NBN: urn:nbn:hr:114:180793
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-11 09:58:01