Josip Juraj Strossmayer University of Osijek. Faculty of Humanities and Social Sciences.
Abstract
This paper starts from the concept of stereotype and describes examples of Croatian gender stereotypes found on wall towels that were very popular in Croatian kitchens from the late 19th century to the 1960’s. Upon that follows the analysis of language and style characteristics of slogans used in healthy food advertisements published in a blog for women, and the analysis of the structure, language and stylistic means in various ads and commercials. The analysis is focused not only on various gender stereotypes, such the one about childcare as primarily mother’s duty, but also on other stereotypes, such as those about age. The analysis includes the ads for sun tanning and skin protection products, and luxurious advertising campaigns for two brands of table water that respect gender equality: Evian and Jana. Special attention is paid to Evian’s campaign entitled “The Baby Bare Necessities” and Jana’s “Deep above all”. The end of the paper brings conclusions about language and paralanguage characteristics of commercials advertising the healthy way of living, and to what extent ads and commercials for healthy products observe or break gender stereotypes
