Artikel
Feminität und Maskulinität in der deutschen und in der rumänischen Werbung : Eine vergleichende Studie
Verfasst von:
Lavrits, Patrick
in:
Temeswarer Beiträge zur Germanistik
Temeswar:
2017
,
89-115 S.
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| Einrichtung: | Ariadne | Wien |
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| Verfasst von: | Lavrits, Patrick |
| In: | Temeswarer Beiträge zur Germanistik |
| Jahr: | 2017 |
| Sprache: | Deutsch |
| Beschreibung: | |
| The present study inquires the extent to which advertising can be viewed as a particular form of communication against the background of cultural dimensions. Above all, the lack of coordination of the advertising design with regard to the country conditions or cultural characteristics of the consumers must be taken into account. Geert Hofstede attributes qualities such as determination, competition, and hardness with masculinity. Femininity is more associated with orientation towards balanced family life, harmonious relationships with fellow human beings and modesty. Therefore, advertising appeals in masculine cultures are more task-oriented and success-oriented, whereas the advertising appeals in feminine cultures tend to be closer to relationships and group affiliation. Femininity and masculinity can thus be recognized in the execution of advertising, the interactions between the characters and the type of characters represented, as well as the way of conveying the message and influencing the target audience in the different cultures. In the view of the complexity of the theme of ‘Holocaust’, it is a great challenge to deal with it in the Teaching of German. A Short Film, just like a Short Story, has a great potential to present this theme due to its short duration, compact form, open end and its capacity to initiate diverse discussions. This will be demonstrated in this article with the help of the Short Film „Sie heißt jetzt Lotte“ by Annekathrin Wetzel. This 3 D-film (2014), combines aesthetic aspects with educational purpose in a very profound manner. The 17min. fictional film is inspired by the fate of Charlotte Knobloch, former President of Central Council of Jews in Germany, who was saved from the deportation by a simple German housemaid. Hence, the film reveals the theme of Holocaust in a very authentic, emotional and rather optimistic way. As far as the Teaching of German as the First or Second Language (or even as a Foreign Language) is concerned, this short film has a great didactic value, since it enables an insight into the decisions made by the protagonists in a situation of a dilemma in those dark times and since it is characterized by simplicity of language. | |
| Anmerkung: | |
| Literatur: Seiten 114-115 | |
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