20.500.12556/DKUM-98744 Gendered Language in Toy Advertising: a Study of American Commercials m. a. thesis Spolno zaznamovan jezik v oglaševanju igrač: študija ameriških oglasov magistrsko delo Toy advertising is one of the areas in which children encounter and internalize the concept of gender. Toy commercials promote products through the use of language, images, and sound. In doing so, they construct models of childhood while defining and reproducing socially acceptable, gendered forms of play, as well as shaping norms of identity and appropriate behaviour. Messages conveyed through toy advertising may contribute to the normalization of gender roles even before children develop the cognitive mechanisms needed to question or critically evaluate them. Consequently, toy commercials are not merely texts directed at children as a target audience, but also a medium through which ideology and the hegemonic system of values associated with it are transmitted. This master's thesis examines the use of gendered language in children's toy commercials through the lens of critical discourse analysis and Fairclough's three-dimensional model. It analyses 30 toy commercials, divided into three categories: commercials targeted at girls, commercials targeted at boys, and gender-neutral commercials. The analysis is conducted on three levels: the micro-level (linguistic and semiotic features), the meso-level (discursive practice), and the macro-level (social context). Through the analysis of these commercials, the thesis seeks to identify gendered patterns in advertising practices as well as possible alternatives to them. It also examines gender-neutral advertising as an alternative to gendered toy advertising. The findings confirm that toy advertising between 2015 and 2025 employed gendered language across all three levels of Fairclough's three-dimensional model. While commercials targeted at boys emphasized competition and aggression, those aimed at girls stressed caregiving and nurturing behaviours toward toys and thus subtly reinforcing traditional gender roles. At the same time, the emergence of gender-neutral commercials represents an important alternative, suggesting a gradual shift toward challenging and reducing the deeply entrenched practices of gendered marketing. Oglaševanje igrač je eno izmed področij, v katerem se otroci srečujejo s konceptom spola in ga ponotranjijo. Reklame za igrače oglašujejo izdelke z uporabo jezika, podob in zvoka. S tem ustvarjajo modele otroštva ter definirajo in reproducirajo sprejemljive, spolno zaznamovane oblike igre, hkrati pa določajo norme identitete ter ustrezno vedenje. Sporočila v oglaševanju igrač lahko prispevajo k normalizaciji spolnih vlog že, preden otroci razvijejo mehanizme, s katerimi bi lahko te vloge problematizirali. Reklame za igrače posledično niso zgolj besedila, namenjena otrokom kot ciljni publiki, temveč tudi sredstvo, skozi katerega se prenaša ideologija ter z njo hegemonističen sistem vrednot. Magistrsko delo preučuje rabo spolno zaznamovanega jezika v reklamah za otroške igrače skozi prizmo kritične analize diskurza in Faircloughovega tridimenzionalnega modela. Analizira 30 reklam za otroške igrače, razvrščenih v tri skupine: oglase, namenjene deklicam, oglase, namenjene dečkom, in spolno nevtralne reklame. Empirični del magistrskega dela je organiziran na treh ravneh: na mikroravni (jezikovne in semiotične konstrukcije), mezoravni (diskurzivne prakse oz. intertekstualnost, interdiskurzivnost in kulturne implikacije) ter makroravni (razvoj ideologije). Preko analize reklam si magistrsko delo prizadeva identificirati spolno zaznamovane vzorce v oglaševalskih praksah ter njihove morebitne alternative. Ob tem bo magistrsko delo raziskalo tudi spolno nevtralno oglaševanje kot alternativo spolnemu oglaševanju. Rezultati raziskave potrjujejo, da je oglaševanje igrač med letoma 2015 in 2025 uporabljalo spolno zaznamovan jezik na vseh treh ravneh Faircloughovega tridimenzionalnega modela. Medtem ko so oglasi, usmerjeni proti dečkom, poudarjali tekmovalnost in agresijo, so oglasi, usmerjeni proti deklicam, poudarjali pomen skrbi za igrače ter so s tem tudi podtalno utrjevali tradicionalne družbene vloge. Vendar pa pojav spolno nevtralnih oglasov predstavlja pomembno alternativo, ki nakazuje na počasen premik k odpravi globoko ukoreninjenih praks spolno zaznamovanega marketinga. gendered language advertisements discourse analysis gender spolno zaznamovan jezik oglasi diskurzna analiza spol true true false D. Poberžnik Angleški jezik Slovenski jezik Združene države Amerike; Magistrsko delo/naloga 2026-07-04 22:46:04 2026-08-06 09:07:04 2026-08-07 03:07:35 0000-00-00 00:00:00 2026 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (XI, 114 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 81'42:305:659.1:688.72(043.2) 287088387 MAG_Poberznik_Deja_2026.pdf MAG_Poberznik_Deja_2026.pdf 1 AA1D8732626A60E8B6235F7D5314A832 a3f362221602afec6354403df72d9369df3f009392992405c1c5491f0229e556 cc10a7ac-77fa-11f1-a1bf-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=207896 Filozofska fakulteta 0 0 0