Die Hausfrau und der Küchenprofi
- The article investigates whether and to what extent changes in the role of women and men are reflected in advertising. Based upon a sample of German advertisements for household devices over the last four decades, the study reveals that women are increasingly disappearing in their traditional roles as housewives and mothers whereas men are quite consistently presented as experts. In order to show that these stereotyped roles are culture-specific the findings are contrasted with a sample of advertisements in Arabic countries where women are depicted as housewives and mothers. It is argued that the roles presented cannot be taken as simply mirroring actual roles but rather the advertisements present what are positively valued roles. Thereby advertisements leave out conflict-triggering areas like the question who does the household work, which is – also in Germany – still mainly done by women.
| Author: | Karin PittnerORCiDGND |
|---|---|
| URN: | urn:nbn:de:hbz:294-68591 |
| DOI: | https://doi.org/10.1515/zfal-2014-0015 |
| Parent Title (German): | Zeitschrift für angewandte Linguistik |
| Subtitle (German): | die Entwicklung von Genderstereotypen in der Haushaltswerbung |
| Publisher: | De Gruyter Mouton |
| Place of publication: | Berlin |
| Document Type: | Article |
| Language: | German |
| Date of Publication (online): | 2020/01/08 |
| Date of first Publication: | 2014/10/02 |
| Publishing Institution: | Ruhr-Universität Bochum, Universitätsbibliothek |
| Tag: | Arabic; German; advertising; gender stereotypes; kitchen devices |
| Volume: | 61 |
| Issue: | 1 |
| First Page: | 27 |
| Last Page: | 47 |
| Note: | Dieser Beitrag ist aufgrund einer (DFG-geförderten) Allianz- bzw. Nationallizenz frei zugänglich. |
| Institutes/Facilities: | Horst Görtz Institut für IT-Sicherheit |
| Germanistisches Institut, Lehrstuhl für Germanistische Linguistik | |
| open_access (DINI-Set): | open_access |
| faculties: | Fakultät für Philologie |
| Licence (German): |  Nationale Lizenz |
