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dc.contributor.authorTimmi, Mailis
dc.date2006
dc.date.accessioned2010-10-21T07:59:44Z
dc.date.available2010-10-21T07:59:44Z
dc.date.issued2006
dc.identifierTimmi, Mailis (2006) Rahvusi ja rassi kujutavate reklaamide vastuvõtt Eestis. Other thesis, Tartu Ülikool.
dc.identifier.urihttp://hdl.handle.net/10062/15586
dc.descriptionThis research focuses on the advertisements with ethnical and racial references and the reception of such advertisements. It is important to study advertising in today's integrating society because it is one of the most important mediums that has the power to change and shape people's opinions and identity in modern consumer society. To have a deeper understanding about the associations that the interviewees had with different elements of the advertisements, I conducted content analysis on the selected advertisements. Regardless to that, I still could not predict all the possible interpretations and as I used in-depth interview as a second method, I obtained some new and interesting interpretations of the advertisement texts. The research-questions were: What kind of signs were used to represent different nationalities in advertisements? What were the co-meanings of the texts and signs used in advertisements? How do different target groups interpret the advertisements? The research shows that the interviewees think that there are seldom advertisements with references to other nationalities in Estonian media and that such advertisements where are negative portrays of other nationalities, are mostly deprecated. Although we do not have many people of other races living in Estonia, the danger of racism is sensed and advertisements with black people in them are regarded with great caution. The study also showed that most references to other races or nationalities in Estonian advertisements are indirect. The co-meanings of signs and texts used in advertisements derive mostly from stereotypes spread in Estonian society. It emerged from the interviews that Estonians and Russians are different when it concerns the reception of advertisements – when Estonians did not deplore the use of ethnic or racial stereotypes in advertisements, Russian interviewees deplored all signs of negative attitude towards other nationalities and races, and they also had much higher expectations and were more conservative towards advertising.
dc.formatapplication/pdf
dc.relationhttp://mail.jrnl.ut.ee:8080/178/
dc.subjectH Social Sciences (General)
dc.subjectbakalaureusetööd
dc.titleRahvusi ja rassi kujutavate reklaamide vastuvõtt Eestis
dc.typeThesis
dc.typeNonPeerReviewed


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