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Mmekọahụ na mgbasa ozi

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Gender in advertising bu Ihe onyonyo na okwu nke eji agba oso ahia nke eji ekwuputa mana egosi agwa umunwoke na umunwaanyi. Igba oso ahia nke na egosi ma na ezi ozi gbasara MMA bu Ihe ana elekwasi Anya na Ihe ona eme ebe nwoke na nwanyi no nakwa umuntorobia. Gendered advertisement na e dozi Ihe ana Acho na ebe ndi mmadu no okachasi ahu ha na agwa ha.

Okike na idebe ọdịdị nwoke na nwanyị[dezie | dezie ebe o si]

Mgbasa ozi bụ ihe dị mkpa nke mmekọrịta mmadụ na ibe ya n'ime obodo ndị mepere emepe nke oge a, a na-ejikwa ya dị ka ngwá ọrụ iji lekọta ụfọdụ mmekọrịta mmadụ na eze, dị ka okike. A na-egosi ụmụ nwoke na ụmụ nwanyị dị ka ndị dị iche iche n'àgwà, omume, na ọnọdụ mmekọrịta mmadụ na ibe ya.[1] A na-emepụta ihe oyiyi ndị a iji ṅomie ndụ n'ezie, na-eduga na mgbagwoju anya mgbe ị na-ekewa echiche nke echiche efu na eziokwu n'ihe gbasara mgbasa ozi. N'akwụkwọ ya Gender Advertising, onye edemede Erving Goffman na-eji okwu ahụ bụ "realism azụmahịa" maka mbọ ndị mgbasa ozi na-agba iji gosipụta ụwa mgbasa ozi n'ụzọ ọ nwere ike ịbụ eziokwu.[2] Ọ bụ ezie na a na-ekwukarị ya, echiche nwoke na nwanyị gosipụtara na mgbasa ozi bụ ihe dị adị. Nke a bụ ma ọ dịkarịa ala n'akụkụ ụfọdụ n'ihi eziokwu ahụ bụ na mgbe ajọ mbunobi dị na mgbasa ozi, a na-etinye ha n'ụzọ dị mfe n'ime nkwenkwe onye na-ekiri ya, ma ọ bụ ma ọ bụrụ na nkwenkwe ahụ adịlarị, mgbe ahụ, a na'ike ha. Mgbe ndị na-ekiri ihe nkiri hụrụ mgbasa ozi nke ụmụ nwoke na-akpa àgwà na-abụghị nke a na-ahụkarị, onye na-ekiri ya yighị ka ọ ga-eme ka ndị ọzọ bụrụ ndị a na-ele anya na-eleghara anya na-adabere na okike ha.[3] N'akụkọ ihe mere eme, a na-egosipụta ụmụ nwoke dị ka ndị na-achịkwa, ndị na-enye ego, ndị na'ọrụ, ndị siri ike na ndị nweere onwe ha, ebe a na-egosi ụmụ nwanyị dị ka ndị nọ n'okpuru, ndị ọrụ dị ala, ma ọ bụ ndị nwunye na ndị nne hụrụ n'anya nke ọrụ ha na-elekwasị anya n'ịzụlite ụmụaka na ịrụ ọrụ ụlọ. Ndị na-adịghị iṅomi ihe ngosi nwoke na nwanyị a na-ahụ na mgbasa ozi na ụdị mgbasa ozi ndị ọzọ nwere ike iche na ha dị ala n'ihi ọdịiche ha, nke nwere ike igbochi mmadụ ịhọrọ ịchụso ndụ ha chọrọ, na-eyi ahụike uche ha egwu.[3] Goffman na-eji ọnọdụ ndị ikom na ndị inyom dị ka nke nne na nna na nwa tụnyere nke nne na ibe.

E nwere echiche atọ a ma ama gbasara mmekọrịta dị n'etiti mgbasa ozi na nkwenkwe ọha na eze. Echiche enyo na-ele mgbasa ozi anya dị ka ngosipụta nke ọdịbendị nke a na-emepụta mgbasa ozi, ebe echiche ebu na-eche banyere mgbasa ozi dị ka ndị na-emepụta ọdịbendị. Mmekọrịta ikpeazụ a tụrụ aro n'etiti mgbasa ozi na nkwenkwe ọha na eze bụ ngwakọta nke abụọ mbụ ma na-ewere site n'akụkụ abụọ. Ndị ọkachamara na-akpọsa na-agbaso echiche enyo, ọ bụ ezie na ọtụtụ n'ime ha nwere ike dịka ndị na-azụ ahịa ịchọpụta ịkpa ókè nwoke na nwanyị na mgbasa ozi, ndị ọkachamara a na-enwekarị nnagide dị elu maka isiokwu ndị na-akpa ókè nwoke na nwoke.[1] Ndị ọkachamara na mgbasa ozi China, mgbe a jụrụ ha na nyocha, na-ele mgbasa ozi ha anya dị ka ihe na-emegharị eziokwu kama ịbụ ihe na-abụghị eziokwu nke ụwa n'ezie na-emeghachi.[1] E nwere ọtụtụ arụmụka n'ụwa mgbasa ozi ma iwu onwe onye bụ ihe niile dị mkpa iji mee ka isiokwu ịkpa ókè ghara ịdị, na ndị na-akwado ụzọ a na-aga n'ihu na-akwado maka onyinye na nkwalite dị mma iji gbaa mgbanwe ume ebe ndị na-emegide na-ekwu na nke a emeghị mgbanwe dị mkpa ruo ugbu a.[1][4]

Nkwupụta nke ọrụ nwoke na nwanyị[dezie | dezie ebe o si]

Ngosipụta na mgbasa ozi ndị ntorobịa[dezie | dezie ebe o si]

Ana ahu advertisment na ebe do iche iche dika TV, billboard na social media. Umuaka na elezi Ihe ndia n'oge ntakiri. Umuaka na amuta Ihe site na ele Anya nakwa ịkpa agwa Ka ha.[5]

Mgbasa ozi nke na-ere ụmụ agbọghọ na-agụnye ihe dịgasị iche iche na-akpali akpali nke na-agwa ma na-akpụzi ihe ụmụaka na-eme n'ime okike. Na mgbasa ozi a na-ere maka ụmụ agbọghọ, a na-ejikarị agba pinki eme ihe, a na'egosipụtakwa isiokwu ndị ahụ n'ebe dị ọcha ma dị jụụ na-egwuri egwu na ihe egwuregwu nke na-eṅomi atụmanya ndụ nke ụmụ nwanyị, dị ka ihe egwuregwu nke-eṅмик omume ụlọ dị ka isi nri na ihicha, [6] yana ụmụ bebi ejiji. Ihe atụ a ma ama nke nwa bebi ejiji bụ Barbie, nke na-arụ ọrụ na echiche ahụ nke ụmụ nwanyị n'ime ọgbọ, na-akpata enweghị afọ ojuju dị elu.[7]

A na-etinyekwa ụkpụrụ ịma mma dị elu n'ahụ ụmụ agbọghọ site n'ụzọ dị ka magazin ndị ntorobịa na mgbasa ozi mmekọrịta, na-akpata nrụgide na-arịwanye elu na ụmụ agbọghọ ka ha yie ndị nwere mmekọahụ na ndị mara mma.[8] Nnyocha ndị e mere n'oge na-adịbeghị anya egosila na ụmụ agbọghọ na-etinye oge ka ukwuu na mgbasa ozi mmekọrịta na-egosi nrụgide na mgbalị dị ukwuu n'iṅomi ihe oyiyi ha na-ahụ.[9]

A na-ahụkarị ụmụ okorobịa na mgbasa ozi na-egosipụta omume ime ihe ike, na mgbe ụfọdụ ime ihe ike mgbe ha na-egwuri egwu na ihe egwuregwu ha. [6]Enwere ike ịhụ ụmụ nwoke na-egwuri egwu na ihe egwuregwu dịgasị iche iche nwere isiokwu nke ime ihe ike, dị ka ndị na-eme ihe nkiri na-eji ngwá agha, ma ọ bụ ngwá agha, na nyocha na-atụ aro na ụdị egwuregwu a nwere ike ime ka ụmụ nwoke ghara inwe mmetụta na ime ihe ike.[10]

Ụmụ nwoke anọwo na-enwe ihe egwuregwu ma ọ bụ egwuregwu dị iche iche iji kpọọ. Ihe atụ ụfọdụ nke ndị a na-agụnye ngwá ọrụ ngwaike, ụgbọala, na ihe omume. A na-egosikwa ụmụ nwoke na-egwuri egwu na ihe egwuregwu ndị na-eṅomi nkà na ikike dịgasị iche iche nke enwere ike iji mee ihe n'ebe ọrụ, na-emetụta ha ka ha chọọ ọrụ dịgasịgasị iche site na nwata.[11]

Ngosipụta nke ọrụ ụmụ nwanyị[dezie | dezie ebe o si]

Goffman na-ekwu na ụmụ nwanyị na-eme ka ike gwụ site na ngosipụta mgbasa ozi n'ụdị ise: nha dị iche iche, aka nwanyị, ọrụ nhazi nke ịnọ n'okpuru, na ikikere mwepụ. Mgbasa ozi ndị a na-elekwasị anya na ụmụ nwanyị, ma ọ bụ ndị na-eme ihe nkiri, na-esikarị na isiokwu nke ndụ ezinụlọ, gburugburu ebe obibi, na ejiji.[12] Ụmụ nwanyị anaghị adịkarị na mgbasa ozi na-atọ ọchị, mgbe mgbasa ozi na'adịghịkwa ọchị, a na-ewere echiche ha na-egosipụta n'ụzọ siri ike.

Na ngwụcha narị afọ nke 19 na mmalite narị afọ nke 20, a na-ere ngwaahịa, dị ka; moisturizers, ncha, deodorants, na shampoos nye ụmụ nwanyị site na usoro ọhụrụ nke egwu, mmekọahụ, na emulation, [13] usoro atọ dị mkpa nke na-aga n'ihu na-emetụta mgbasa ozi n'oge a. Ụzọ egwu na mgbasa ozi site n'oge a na-egosipụtakarị ụmụ nwanyị na-emezughị atụmanya ọha na eze na ha na-egosi mgbe niile na-eche ihu na ịjụ ọha, na-ese ha dị ka ndị a chụpụrụ na ndị na-adịghị achọ ụmụ nwoke, na ọtụtụ ihe atụ sitere na mgbasa ozi nke oge a na-eme ụmụ nwanyị na ndị na'enweghị ike ịnọgide na-enwe ọkwa dị ọcha nke onwe ha. Mgbasa ozi nwere nkwa na site na ịzụta ngwaahịa ha, ụmụ nwanyị ga-aghọ ndị a na-achọsi ike.[1][13]

Atụmanya na ụmụ nwanyị ga-edebe gburugburu ebe obibi dị ọcha, lekọta ụmụ ha, ma jeere di ha ozi site na mgbasa ozi nke oge a. Ọtụtụ ndị mgbasa ozi nwere nkwa na onye nwere ike ịzụta ga-enwe ike ịrụ ọrụ ndị a n'ụzọ dị mfe na nke ọma.[13] A na-egosikarị ụmụ nwanyị dị ka ndị na-enweghị enyemaka n'ebe ọ bụla ma e wezụga ihe a tụrụ anya ya, na-adabere na ụmụ nwoke iji rụọ ọrụ siri ike n'uche ma ọ bụ n'ụzọ anụ ahụ maka ha.[2]

  1. ↑ Belknap (1991-08-01). "A conceptual replication and extension of erving goffman's study of gender advertisements" (in en). Sex Roles 25 (3): 103–118. DOI:10.1007/BF00289848. ISSN 1573-2762. 
  2. ↑ 2.0 2.1 Goffman (1979). Gender advertisements, 1st Harper colophon, Harper colophon books, New York: Harper & Row. ISBN 0060906332.  Kpọpụta njehie: Invalid <ref> tag; name ":14" defined multiple times with different content
  3. ↑ Antoniou (2020-01-02). "Gender portrayals in advertising: stereotypes, inclusive marketing and regulation" (in en). Journal of Media Law 12 (1): 78–115. DOI:10.1080/17577632.2020.1783125. ISSN 1757-7632. 
  4. ↑ Kpọpụta njehie: Invalid <ref> tag; no text was provided for refs named :06
  5. ↑ Bakir (April 2010). "How are Children's Attitudes Toward Ads and Brands Affected by Gender-Related Content in Advertising?" (in en). Journal of Advertising 39 (1): 35–48. DOI:10.2753/JOA0091-3367390103. ISSN 0091-3367. 
  6. ↑ 6.0 6.1 Frith (2010). Advertising and societies: global issues, 2nd, New York: Peter Lang. ISBN 978-1-4331-0385-8. OCLC 435967591.  Kpọpụta njehie: Invalid <ref> tag; name ":22" defined multiple times with different content
  7. ↑ Nesbitt (2019-06-25). "Barbie's new look: Exploring cognitive body representation among female children and adolescents" (in en). PLOS ONE 14 (6): e0218315. DOI:10.1371/journal.pone.0218315. ISSN 1932-6203. PMID 31237885. 
  8. ↑ Papageorgiou (2022-06-27). ""Why don't I look like her?" How adolescent girls view social media and its connection to body image". BMC Women's Health 22 (1): 261. DOI:10.1186/s12905-022-01845-4. ISSN 1472-6874. PMID 35761231. 
  9. ↑ Papageorgiou (December 2022). ""Why don't I look like her?" How adolescent girls view social media and its connection to body image" (in en). BMC Women's Health 22 (1). DOI:10.1186/s12905-022-01845-4. ISSN 1472-6874. PMID 35761231. 
  10. ↑ Basch (2015-10-25). "Advertising Violent Toys in Weekly Circulars of Popular Retailers in the United States" (in en). Health Promotion Perspectives 5 (3): 191–197. DOI:10.15171/hpp.2015.023. ISSN 2228-6497. PMID 26634197. 
  11. ↑ Endendijk (2022-01-19). "Children's Views About Their Future Career and Family Involvement: Associations With Children's Gender Schemas and Parents' Involvement in Work and Family Roles". Frontiers in Psychology 12. DOI:10.3389/fpsyg.2021.789764. ISSN 1664-1078. PMID 35126242. 
  12. ↑ Törrönen (November 2017). "Women's changing responsibilities and pleasures as consumers: An analysis of alcohol-related advertisements in Finnish, Italian, and Swedish women's magazines from the 1960s to the 2000s" (in en). Journal of Consumer Culture 17 (3): 794–822. DOI:10.1177/1469540516631151. ISSN 1469-5405. 
  13. ↑ 13.0 13.1 13.2 Sivulka (2012). Soap, sex, and cigarettes: a cultural history of american advertising, 2, Boston: Wadsworth. ISBN 978-1-133-31113-3. Sivulka, Juliann (2012). Soap, sex, and cigarettes: a cultural history of american advertising (2 ed.). Boston: Wadsworth. ISBN 978-1-133-31113-3. Kpọpụta njehie: Invalid <ref> tag; name ":32" defined multiple times with different content
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