European and Chinese legislation regulating the portrayal of women in television advertising: A comparison

Ratti, Anna (2015) European and Chinese legislation regulating the portrayal of women in television advertising: A comparison. [Laurea], Università di Bologna, Corso di Studio in Mediazione linguistica interculturale [L-DM270] - Forli', Documento ad accesso riservato.
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Abstract

This dissertation has two main purposes. On the one hand, it aims at comparing the gender stereotypes presented in the television commercials in China and in Europe. Considering the cultural, historical and socio-economical differences between these two contexts, it is interesting to examine the gender role models offered and used by the advertising industry in European Union and China in order to see if the gender stereotypes are similar and to evaluate to which extent they reflect, challenge or reinforce the gender roles of the society where they are broadcasted. On the other hand, the objective of this dissertation is to establish the degree of adequateness and effectiveness of the existing regulatory framework through an analysis of the positive and negative aspects of the regulatory acts issued to safeguard a fair representation of genders in the EU Member States and in China.

Abstract
Tipologia del documento
Tesi di laurea (Laurea)
Autore della tesi
Ratti, Anna
Relatore della tesi
Scuola
Corso di studio
Ordinamento Cds
DM270
Parole chiave
portrayal of women in advertising, gender stereotypes, Chinese legislation, European legislation, television advertising
Data di discussione della Tesi
15 Luglio 2015
URI

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