Prikaz žena u reklamama magazina Svijet (1926.-1936.)

master's thesis

• Title (english): Media Representation of Women in the Advertisements Published in the Svijet Magazine (1926-1936)
• Author: Iva Marušić
• Mentor: Dunja Majstorović Jedovnicki (mentor)
• Committee member: Dunja Majstorović Jedovnicki (predsjednik povjerenstva)
• Committee member: Tena Perišin (član povjerenstva)
• Committee member: Marijana Grbeša-Zenzerović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

U ovom se radu analiziraju reklame Svijeta, magazina koji je izlazio u međuratnoj Hrvatskoj u razdoblju od 1926. do 1936. godine. Magazin Svijet, sinonim za glamur i prestiž u tiskovinama, važan je pokazatelj kulture življenja u Zagrebu tijekom vremena međuratnog blagostanja i društvenih promjena koje su obilježile to razdoblje. U to vrijeme nastaje nova žena, sintagma koju mnogi autori koriste još od kraja 19. stoljeća, označavajući ženu koja mijenja svoje ponašanje i izgled. U radu su stoga analizirane reklame magazina Svijet kroz jedan broj po svakoj godini izlaženja s ciljem da se prouči na koji su način i u kojim ulogama žene prikazivane u reklamama, koje su važan pokazatelj ozračja i duha vremena. U istraživanju je korištena kvantitativna analiza sadržaja kako bi se utvrdilo kome su reklame namijenjene i koje proizvode i brendove one oglašavaju. Reklame namijenjene ženama analizirane su daljnjom matricom koju su činila pitanja vezana za prikaz žene u reklamama. Od ukupno 152 analizirane reklame, utvrđeno je da je 54 namijenjeno ženama. U Svijetu su se najviše oglašavali brendovi dekorativne kozmetike i kozmetike za njegu, čime je, oglašivačka kultura nastojala biti u korak s vremenom i stvoriti novu ženu koja se fokusira na svoju vanjštinu. Radom je utvrđeno da je postojao stereotipizirani prikaz žena u reklama, no pojedini su brendovi tijekom analiziranih 10 godina magazina Svijet revidirali reklamne poruke i promijenili stav o ženi. Budući da je ta velika promjena zabilježena u relativno kratkom vremenskom periodu, može se zaključiti da su reklame magazina Svijet značajne i kao pokazatelji velikih društvenih promjena. Ovo je istraživanje pokazalo važnost oglašivačke kulture kao discipline koja zrcali društvene promjene i ocrtava ozračje vremena u kojem su reklame kreirane.

Abstract (english)

This thesis examines the advertisements of Svijet, a magazine published in interwar Croatia from 1926 to 1936. Svijet magazine, synonymous with glamor and prestige in the press, is an important indicator of Zagreb culture during the period of interwar prosperity and social changes. The new woman emerges at that time, a phrase used by many authors since the end of the nineteenth century to describe a woman who changes her behaviour and appearance. The thesis thus analysed the advertisements of the magazine Svijet, one issue per year, with the goal of studying how and in what roles women were portrayed in the advertisements, which are an important indicator of the atmosphere and culture. The research used quantitative content analysis to determine who the advertisements are intended for and which products and brands they promote. A further matrix containing questions about the representation of women in advertisements was used to analyse advertisements aimed at women. It was determined that 54 of the 152 advertisements examined were intended for women. The brands of decorative cosmetics and care cosmetics were the most heavily advertised in magazines, and thus advertising culture attempted to keep up with the times and create a new woman who is focused on her appearance. The analysis established that there was a stereotyped representation of women in advertisements, but certain brands revised their advertising messages and changed the attitude on women during the analysed 10 years of Svijet magazine. Since this big change was recorded in a relatively short period of time, it can be concluded that the advertisements of the magazine Svijet are also significant as indicators of major social changes. This research showed the importance of advertising culture as a discipline that mirrors social changes and outlines the atmosphere of the time in which advertisements were created.

• Keywords: magazini; dvadeste godine; magazin Svijet; oglašavanje; reklame; žena
• Keywords (english): magazines; roaring twenties; magazine Svijet; advertising; women
• Language: croatian
• URN:NBN: urn:nbn:hr:114:626118
• 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: Access restricted to authenticated users
• Created on: 2023-01-13 09:20:01