|dc.identifier||Timmi, Mailis (2006) Rahvusi ja rassi kujutavate reklaamide vastuvõtt Eestis. Other thesis, Tartu Ülikool.||
|dc.description||This 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
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
|dc.subject||H Social Sciences (General)||
|dc.title||Rahvusi ja rassi kujutavate reklaamide vastuvõtt Eestis||