{"id":448,"date":"2025-07-04T06:59:25","date_gmt":"2025-07-04T04:59:25","guid":{"rendered":"https:\/\/blogs.uni-bremen.de\/themensemestertext\/?page_id=448"},"modified":"2025-07-08T08:26:31","modified_gmt":"2025-07-08T06:26:31","slug":"werbung-geschlechtsspezifik","status":"publish","type":"page","link":"https:\/\/blogs.uni-bremen.de\/themensemestertext\/posterausstellung\/werbung-geschlechtsspezifik\/","title":{"rendered":"Werbung: Geschlechtsspezifik"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Inhalt<\/span><\/strong><\/p>\n

1. Forschungsziel<\/a><\/span><\/strong><\/p>\n

2. Datenerhebung der Werbung<\/a><\/strong><\/p>\n

2.1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Auswahl der Werbung<\/a><\/span>
\n2.2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Auswahl der Adjektive<\/a><\/span>
\n2.3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Bildquellen und Beispieltranskriptionen zu den Abbildungen 1 und 2 des Plakats<\/a><\/span>
\n2.4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Vollst\u00e4ndige Dokumentation der Datenerhebung<\/a><\/span><\/p>\n

3. Erstellung der Umfrage<\/a><\/strong><\/p>\n

3.1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Auswahl der Fragetypen<\/a><\/span>
\n3.2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Abbildung der Umfrage<\/a><\/span><\/p>\n

4. Ergebnisse und Fazit<\/a><\/strong><\/p>\n

 <\/p>\n

<\/a>1.\u00a0\u00a0 Forschungsziel<\/span><\/h1>\n

Die Welt der Kosmetikprodukte scheint bunt differenziert und abgestimmt auf die Bed\u00fcrfnisse der verschiedensten Menschen. Ob Shampoo f\u00fcr einen bestimmten Haartypen, Rasuren oder Ger\u00fcche eines Deodorants \u2013 f\u00fcr jede Person scheint es das passende Produkt zu geben. Doch ein essenzieller Unterschied ist in der Kosmetikbranche vorherrschend: das Geschlecht der Konsumierenden. In Werbungen von Produkten, die unabh\u00e4ngig vom Geschlecht den gleichen Effekt erzeugen (z. B. kr\u00e4ftiges Haar, weiche Rasur, frischer Duft), sind stets sehr deutliche Differenzen zwischen der Zielgruppe \u201eFrauen\u201c und der Zielgruppe \u201eM\u00e4nner\u201c zu erkennen. Diese Forschung besch\u00e4ftigt sich mit den geschlechterspezifischen Werbungen, indem sie den Fokus auf den sprachlichen Faktor legt: Es wird untersucht, inwiefern anhand der genutzten Adjektive erkannt werden kann, an welche Zielgruppe sich gewandt wird.<\/span><\/p>\n

Das hier vorliegende Zusatzmaterial soll den Betrachtenden des Plakats helfen, sich einen zus\u00e4tzlichen \u00dcberblick \u00fcber die Hintergr\u00fcnde, das Vorgehen und die Ergebnisse der Forschung zu machen.<\/span><\/p>\n

<\/a>2.\u00a0\u00a0 Datenerhebung der Werbung<\/span><\/h1>\n

Zur Datenerhebung wurde die Recherche von Fernsehwerbungen der verschiedenen Produkte Deodorant, Rasierer und Shampoo dokumentiert und transkribiert, was nachfolgend die Basis f\u00fcr die Umfrage bildete. Dieser Prozess wird im Folgenden aufgezeigt.<\/span><\/p>\n

<\/a>2.1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Auswahl der Werbung<\/span><\/h2>\n

F\u00fcr die Auswahl der Werbung haben wir uns speziell f\u00fcr Rasierer-, Deodorant- und Shampoo-Werbung entschieden, da diese Produkte in der Regel geschlechterspezifisch vermarktet werden und es dementsprechend bestimmte Werbung f\u00fcr jeweils weibliche und m\u00e4nnliche Zielgruppen gibt.<\/span><\/p>\n

Au\u00dferdem mussten die Werbungsspots ein Voice-Over beinhalten, damit der Werbetext transkribiert und die Adjektive aus den Transkriptionen extrahiert werden konnten.<\/span><\/p>\n

Um gen\u00fcgend Adjektive f\u00fcr eine ausreichende Forschungsgrundlage zu finden, haben wir ausschlie\u00dflich Werbungen mit mindestens zwei Adjektiven verwendet. Insgesamt werden schlie\u00dflich jeweils 14 Adjektive in den Fragenbl\u00f6cken 1 und 2 sowie sechs Cluster-Fragen mit jeweils vier bis f\u00fcnf Adjektiven in der Umfrage aufgef\u00fchrt (f\u00fcr weitere Informationen zu den Fragebl\u00f6cken siehe unten).<\/span><\/p>\n

<\/a>2.2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Auswahl der Adjektive<\/span><\/h2>\n

Nach Erhebung der Transkription haben wir die Anzahl der Adjektive systematisch komprimiert, um zu vermeiden, dass ein Erm\u00fcdungseffekt beim Ausf\u00fcllen der Umfrage aufkommt, welcher negativen Einfluss auf die Ergebnisse haben k\u00f6nnte.<\/span><\/p>\n

Die Auswahl zielte prim\u00e4r darauf ab, Adjektive abzufragen, die in Bezug auf den Menschen, menschliches Verhalten oder dessen Eigenschaften angewendet werden k\u00f6nnen. Dies schloss beispielsweise Adjektive wie \u201eneu\u201c oder \u201en\u00e4chstes\u201c aus, aber auch Farben, Dopplungen (Adjektive, die sowohl in Werbungen adressiert an m\u00e4nnliche als auch an weibliche Personen auftraten) und Synonyme galten unter anderem als Ausschlusskriterien und wurden nicht in die Umfrage aufgenommen. In den Cluster-Fragen wurden allerdings vereinzelte Ausnahmen gemacht, da das Cluster selbst einen Kontext schafft, auf dessen Basis eine Einordnung m\u00f6glich ist.<\/span><\/p>\n

<\/a>2.3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Bildquellen und Beispieltranskriptionen zu den Abbildungen 1 und 2 des Plakats<\/span><\/h2>\n

Abb.1:<\/strong> https:\/\/www.youtube.com\/watch?v=i8_ih-NrAd4<\/a> (Screenshot), letzter Zugriff am 23.06.2025<\/span><\/p>\n

Meine Haut ist sensibel<\/strong>.<\/span><\/p>\n

Deshalb vertraue ich beim Rasieren nur auf Venus.<\/span><\/p>\n

Der neue<\/strong> ComfortGlide Sensitive<\/strong> Rasierer mit einem Hauch Aloe Vera.<\/span><\/p>\n

F\u00fcr bis zu 0% Hautirritationen.<\/span><\/p>\n

Und f\u00fcr besonders sensible<\/strong> Haut?<\/span><\/p>\n

Probier\u2018 Venus f\u00fcr den Intimbereich.<\/span><\/p>\n

My skin. My way.<\/span><\/p>\n

 <\/p>\n

Abb. 2:<\/strong> https:\/\/www.youtube.com\/watch?app=desktop&v=XpE_DzWB4Rk<\/a> (Screenshot), letzter Zugriff am 23.06.2025<\/span><\/p>\n

M\u00e4nner denken nicht an ihre Haare<\/span><\/p>\n

Sie denken an ihr n\u00e4chstes<\/strong> Projekt<\/span><\/p>\n

Oder das n\u00e4chste<\/strong> Spiel<\/span><\/p>\n

Deshalb denken wir an ihre Haare<\/span><\/p>\n

NIVEA MEN Strong<\/strong> Power Shampoo<\/span><\/p>\n

Mit Meeresmineralien f\u00fcr gesundes, kr\u00e4ftiges<\/strong> Haar<\/span><\/p>\n

NIVEA MEN Strong<\/strong> Power<\/span><\/p>\n

Und jetzt neu<\/strong><\/span><\/p>\n

Fresh<\/strong> Anti Fett und Sensitive<\/strong> Power<\/span><\/p>\n

 <\/p>\n

<\/a>2.4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Vollst\u00e4ndige Dokumentation der Datenerhebung<\/span><\/h2>\n

Deodorant \u2013 Frauen <\/strong><\/p>\n\n\n\n\n\n\n\n
Nr.<\/strong><\/span><\/td>\nVer\u00f6ffentlichung<\/strong><\/span><\/td>\nMarke<\/strong><\/span><\/td>\nLinks (letzter Zugriff am 19.05.2025)<\/strong><\/span><\/td>\nAdjektive<\/strong><\/span><\/td>\n<\/tr>\n
1<\/span><\/td>\n07.06.2022<\/span><\/td>\n8×4<\/span><\/td>\nhttps:\/\/youtu.be\/Fldx4SrcyKA?si=8yG_GMndwz-UUGVN<\/a><\/span><\/td>\nfresh, neu, splashy, frisch<\/span><\/td>\n<\/tr>\n
2<\/span><\/td>\n24.12.2020<\/span><\/td>\nNivea<\/span><\/td>\nhttps:\/\/youtu.be\/tWUAXkywXRI?si=SfyAJMQqmJ5c4KCL<\/a><\/span><\/td>\nempfindlich, wertvoll, gesch\u00fctzt, gepflegt, sch\u00f6n, neu<\/span><\/td>\n<\/tr>\n
3<\/span><\/td>\n02.09.2018<\/span><\/td>\nDove<\/span><\/td>\nhttps:\/\/youtu.be\/lKV6cY8hE1M?si=yAUNhK0i0KwGgOjs<\/a><\/span><\/td>\nsamtweich<\/span><\/td>\n<\/tr>\n
4<\/span><\/td>\n02.05.2017<\/span><\/td>\nFa<\/span><\/td>\nhttps:\/\/youtu.be\/6wrTr8Iz_TA?si=0y1FGFmrsR6yKOIC<\/a><\/span><\/td>\nduftend, sicher, fantastisch, neu, pure<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/strong><\/p>\n

Deodorant \u2013 M\u00e4nner<\/strong><\/p>\n\n\n\n\n\n\n\n
Nr.<\/strong><\/span><\/td>\nVer\u00f6ffentlichung<\/strong><\/span><\/td>\nMarke<\/strong><\/span><\/td>\nLinks (letzter Zugriff am 19.05.2025)<\/strong><\/span><\/td>\nAdjektive<\/strong><\/span><\/td>\n<\/tr>\n
1<\/span><\/td>\n23.09.2020<\/span><\/td>\nNivea Men<\/span><\/td>\nhttps:\/\/youtu.be\/UbDrSGLQegA?si=laqK3w83wgAZHc1g<\/a><\/span><\/td>\nneu, fresh, cool, kalt<\/span><\/td>\n<\/tr>\n
2<\/span><\/td>\n07.06.2022<\/span><\/td>\n8×4<\/span><\/td>\nhttps:\/\/youtu.be\/_uJ32gcmIRQ?si=B86Tnz-X3AMgeNXz<\/a><\/span><\/td>\nfrisch, fresh, neu, oceanic<\/span><\/td>\n<\/tr>\n
3<\/span><\/td>\n01.03.2025<\/span><\/td>\nOld Spice<\/span><\/td>\nhttps:\/\/youtu.be\/-pSfKBNMRRM?si=6WaS_9y1D4Wb9JEs<\/a><\/span><\/td>\nunglaublich, neu, langanhaltend, gut, lange<\/span><\/td>\n<\/tr>\n
4<\/span><\/td>\n26.08.2022<\/span><\/td>\nL\u2019oreal Men Expert<\/span><\/td>\nhttps:\/\/youtu.be\/POMd_LUpor4?si=q6yU2pBOGYueB5b4<\/a><\/span><\/td>\nneu, frei, nat\u00fcrlich<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

Rasierer \u2013 Frauen <\/strong><\/p>\n\n\n\n\n\n\n\n
Nr.<\/strong><\/span><\/td>\nVer\u00f6ffentlichung<\/strong><\/span><\/td>\nMarke<\/strong><\/span><\/td>\nLink (letzter Zugriff am 17.05.2025)<\/strong><\/span><\/td>\nAdjektive<\/strong><\/span><\/td>\n<\/tr>\n
1<\/span><\/td>\n05.05.2024<\/span><\/td>\nGilette Venus<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?si=WmItoelZ9vUCDsS_&v=i8_ih-NrAd4&feature=youtu.be<\/a><\/span><\/td>\nsensibel 2x, sensitive<\/span><\/td>\n<\/tr>\n
2<\/span><\/td>\n23.02.2023<\/span><\/td>\nGilette Venus<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=4b7wZOnCmPw<\/a><\/span><\/td>\nkrauses, zarte, spezielle, perfekt<\/span><\/td>\n<\/tr>\n
3<\/span><\/td>\n03.03.2025<\/span><\/td>\nGilette Venus<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=O3OtMw3gFjw<\/a><\/span><\/td>\ntrocken, passenden, neue, glatt, strahlend, gereizt, smooth, sensitive, gr\u00fcndliche<\/span><\/td>\n<\/tr>\n
4<\/span><\/td>\n23.04.2024<\/span><\/td>\nWilkinson Sword<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=6lr8Js23kFM<\/a><\/span><\/td>\nstressfreie, empfindliche<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/strong><\/p>\n

\u00a0<\/strong>Rasierer \u2013 M\u00e4nner <\/strong><\/p>\n\n\n\n\n\n\n\n
Nr.<\/strong><\/span><\/td>\nVer\u00f6ffentlichung<\/strong><\/span><\/td>\nMarke<\/strong><\/span><\/td>\nLink (letzter Zugriff am 18.05.2025)<\/strong><\/span><\/td>\nAdjektive<\/strong><\/span><\/td>\n<\/tr>\n
1<\/span><\/td>\n12.07.2024<\/span><\/td>\nBraun<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=gKedwyzOVBo<\/a><\/span><\/td>\nbesten, m\u00fchelos, verbessertem, langlebige<\/span><\/td>\n<\/tr>\n
2<\/span><\/td>\n26.05.2025<\/span><\/td>\nPhilips<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=60LWplIGfJI<\/a><\/span><\/td>\nstark, markantes, athletische, kompliziert<\/span><\/td>\n<\/tr>\n
3<\/span><\/td>\n14.10.2024<\/span><\/td>\nWilkinson Sword<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=O-pwDyMAac8<\/a><\/span><\/td>\nultimative, diamant-beschichteter, gr\u00fcndlicher, maximale<\/span><\/td>\n<\/tr>\n
4<\/span><\/td>\n06.11.2025<\/span><\/td>\nWilkinson Sword<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=Dj2NTVnwk_o<\/a><\/span><\/td>\nlanglebigsten, diamant-beschichteten, einzigartigen, rostfreiem, meisterhafte, pr\u00e4zise, wahre<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/strong><\/p>\n

Shampoo \u2013 Frauen<\/strong><\/p>\n\n\n\n\n\n\n\n\n
Nr.<\/span><\/strong><\/td>\nVer\u00f6ffentlichung<\/strong><\/span><\/td>\nMarke<\/strong><\/span><\/td>\nLinks (letzter Zugriff am 15.05.2025)<\/strong><\/span><\/td>\nAdjektive<\/strong><\/span><\/td>\n<\/tr>\n
1<\/span><\/td>\n26.04.2021<\/span><\/td>\nNivea<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=6FgUzqtmNP0<\/a><\/span><\/td>\nfrustrierend, neu, mildeste, sensitiv 2x, frei, sensible, wertvollem, neue<\/span><\/td>\n<\/tr>\n
2<\/span><\/td>\n11.03.2022<\/span><\/td>\nNivea<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=FdM_QPCnlWM<\/a><\/span><\/td>\newig, gesund, neu, gesunde 2x, beschwerende, innovativem, gesundes, sch\u00f6nes<\/span><\/td>\n<\/tr>\n
3<\/span><\/td>\n19.03.2025<\/span><\/td>\nSchwarz-kopf<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=F4NxvJHsZuw<\/a><\/span><\/td>\nmagisch, neu 2x, full 2x, volleres, st\u00e4rkeres<\/span><\/td>\n<\/tr>\n
4<\/span><\/td>\n22.02.2023<\/span><\/td>\nElvital (L\u2019Or\u00e9al Paris)<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=M4tMpYO9oOA<\/a><\/span><\/td>\ncoole, mega, schwerelose, geschmeidig, flie\u00dfenden<\/span><\/td>\n<\/tr>\n
5<\/span><\/td>\n26.07.2021<\/span><\/td>\nGarnier<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=iBlFSdCb9NE<\/a><\/span><\/td>\nkostbarer, n\u00e4hrendem,<\/span><\/p>\n

sch\u00fctzendem, verarmt,<\/span><\/p>\n

reparierend, br\u00fcchig,<\/span><\/p>\n

zerbrechlich, recycletem,<\/span><\/p>\n

neu, weniger, nat\u00fcrlich<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/strong><\/p>\n

Shampoo \u2013 M\u00e4nner <\/strong><\/p>\n\n\n\n\n\n\n\n\n
Nr.<\/span><\/strong><\/td>\nVer\u00f6ffentlichung<\/strong><\/span><\/td>\nMarke<\/strong><\/span><\/td>\nLink (letzter Zugriff am 15.05.2025)<\/strong><\/span><\/td>\nAdjektive<\/strong><\/span><\/td>\n<\/tr>\n
1<\/span><\/td>\n21.01.2022<\/span><\/td>\nNivea Men<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?app=desktop&v=XpE_DzWB4Rk<\/a><\/span><\/td>\nstrong 2x, gesund, kr\u00e4ftig,<\/span><\/p>\n

neu, fresh, sensitive<\/span><\/td>\n<\/tr>\n

2<\/span><\/td>\n22.11.2021<\/span><\/td>\nAlpecin<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=GYNdn7pX7Dc<\/a><\/span><\/td>\ngeiles, black<\/span><\/td>\n<\/tr>\n
3<\/span><\/td>\n28.11.2024<\/span><\/td>\nAlpecin<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=93eDCTqh6MQ<\/a><\/span><\/td>\ngrauen, mehr, \u00e4lter,<\/span><\/p>\n

kompliziert, stark, grey 2x,<\/span><\/p>\n

grau, j\u00fcnger 2x<\/span><\/td>\n<\/tr>\n

4<\/span><\/td>\n23.09.2020<\/span><\/td>\nNivea Men<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=UbDrSGLQegA<\/a><\/span><\/td>\nneu, fresh 2x, kalte, cool 2x<\/span><\/td>\n<\/tr>\n
5<\/span><\/td>\n04.10.2017<\/span><\/td>\nAlpecin<\/span><\/td>\nhttps:\/\/www.youtube.com\/watch?v=jlC40u59RYo<\/a><\/span><\/td>\ntrockene, neue<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/h1>\n

<\/a>3.\u00a0\u00a0 Erstellung der Umfrage<\/span><\/h1>\n

Nachdem die Daten erhoben wurden, wurde eine Umfrage erstellt, durch die die Hypothese anhand einer repr\u00e4sentativen Anzahl an Teilnehmenden best\u00e4tigt oder widerlegt werden sollte. Die aus den Werbungen erhobenen Adjektive wurden (bis auf Superlative) im Imperativ verwendet.<\/span><\/p>\n

<\/a>3.1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Auswahl der Fragetypen<\/span><\/h2>\n

In dem ersten Fragenblock wurden die Teilnehmenden dazu aufgefordert, die Adjektive ohne einen vorgegebenen Kontext nach der ersten Assoziation einem Geschlecht auf einer Skala von 1 (eher weiblich) bis 7 (eher m\u00e4nnlich) zuzuordnen. Diese Frage dient dazu, herauszufinden, ob<\/span><\/p>\n

    \n
  1. die in geschlechterspezifischen Werbungen verwendeten Adjektive allein und ohne Hintergrundwissen bereits mit einem bestimmten Geschlecht in Verbindung gebracht werden, und<\/span><\/li>\n
  2. ob diese Assoziation derer in dem geschlechterspezifischen Kontext der Werbung entsprechen.<\/span><\/li>\n<\/ol>\n

    In dem zweiten Fragenblock sollten die Teilnehmenden die Adjektive einer Zielgruppe von Kosmetikwerbungen zuordnen: entweder m\u00e4nnlich oder weiblich. Da in diesem Block konkret nach einer Zielgruppe gefragt wurde, ist auch die Spanne an Auswahlm\u00f6glichkeiten von 7 auf 5 verringert worden, um ein deutlicheres Ergebnis zu erzielen. Die Einsch\u00e4tzung der Teilnehmenden zeigt deutlich, mit welchen Adjektiven<\/span><\/p>\n

      \n
    1. eine bestimmte Zielgruppe eher angesprochen wird, sowie<\/span><\/li>\n
    2. eine Evaluationsm\u00f6glichkeit, ob die Assoziationen der Teilnehmenden der Verwendung der Adjektive in den Werbungen entsprechen.<\/span><\/li>\n<\/ol>\n

      Fragen des dritten Typs pr\u00e4sentieren den Teilnehmenden Cluster von Adjektiven aus konkreten Werbespots. Durch eine Mehrzahl an Adjektiven ist ein eingeschr\u00e4nkter Kontext gegeben, welcher die Zuordnung potenziell erleichtern k\u00f6nnte. Erfragt wird eine Zuordnung in Bezug auf die vermutete Zielgruppe eines Spots, der die vorliegen Adjektive enth\u00e4lt. Mit den Auswahlm\u00f6glichkeiten \u201eweiblich\u201c und \u201em\u00e4nnlich\u201c sind Teilnehmende somit aufgefordert, sich explizit zu entscheiden. Falls die Adjektive trotz geschlechterspezifischem Werbekontext neutral empfunden werden, wurde die Option \u201enicht eindeutig\u201c gegeben, um m\u00f6gliche Ausrei\u00dfer zu lokalisieren. Diese Frage sollte herausstellen, ob die Assoziationen der Teilnehmenden zu den Adjektiven in Gruppen mit einem Kontext st\u00e4rker der Verwendung in Werbungen entsprechen als bei den kontextlosen Adjektiven.<\/span><\/p>\n

      <\/a>3.2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Abbildung der Umfrage<\/span><\/h2>\n

      Es folgt eine Nachbildung der Umfrage, wie sie \u00fcber Google Forms angezeigt wurde. Die Texte und Reihenfolge der Adjektive sind originalgetreu \u00fcbernommen worden.<\/span><\/p>\n

       <\/p>\n

      Adjektivnutzung in Kosmetikwerbungen<\/strong><\/p>\n

      Abschnitt 1<\/strong><\/p>\n

      Im Rahmen eines Forschungsprojekts in unserem Bachelor-Studiengang Linguistik an der Universit\u00e4t Bremen wollen wir erforschen, wie Adjektive in Kosmetikwerbungen (Shampoos, Deodorant, Rasierer) in Bezug auf die Geschlechter ‚m\u00e4nnlich gelesen‘ und ‚weiblich gelesen‘ genutzt werden und ob sich Muster erkennen lassen.<\/span><\/p>\n

      Wir w\u00fcrden uns sehr freuen, wenn Sie sich kurz Zeit nehmen und unsere Fragen beantworten.<\/span><\/p>\n

      Da es um Ihre pers\u00f6nliche und spontane Einsch\u00e4tzung geht, geben Sie bestm\u00f6glich die erste Antwort an, die Ihnen in den Kopf kommt. Es gibt keine falschen Antworten!<\/span><\/p>\n

      Vielen Dank!<\/span><\/p>\n

       <\/p>\n

      Welchem Geschlecht f\u00fchlen Sie sich zugeh\u00f6rig?<\/em><\/span><\/p>\n

      O weiblich<\/span><\/p>\n

      O m\u00e4nnlich<\/span><\/p>\n

      O divers<\/span><\/p>\n

      O keine Angabe<\/span><\/p>\n

       <\/p>\n

      Wie alt sind Sie?<\/em><\/span><\/p>\n

      [Eingabefeld]<\/span><\/p>\n

      \n

      Abschnitt 2<\/strong><\/p>\n

      Adjektive einordnen<\/strong><\/p>\n

      Bitte geben Sie f\u00fcr die angegebenen Adjektive an, ob Sie diese eher mit Weiblichkeit oder M\u00e4nnlichkeit assoziieren.<\/span><\/p>\n

      empfindlich<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      samtweich<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      meisterhaft<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      gr\u00fcndlich<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      geil<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      athletisch<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      sensibel<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      gepflegt<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      kr\u00e4ftig<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      gereizt<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      sanft<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      unglaublich<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      markant<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      geschmeidig<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 7<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

       <\/p>\n

      Abschnitt 3<\/strong><\/p>\n

      Zielgruppen zuordnen<\/strong><\/p>\n

      Kosmetikwerbungen werden meistens gezielt f\u00fcr ein Geschlecht erstellt. Im Folgenden wird eine Auswahl an Adjektiven aufgef\u00fchrt, die in den Werbungen verwendet werden. Zu welcher Zielgruppe w\u00fcrden Sie diese Adjektive zuordnen?<\/span><\/p>\n

      trocken<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      bestes<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      gesch\u00fctzt<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      verbessert<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      m\u00fchelos<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      magisch<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      pr\u00e4zise<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      stressfrei<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      glatt<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      einzigartig<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      strahlend<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      passend<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      schwerelos<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

      mega<\/strong><\/span><\/p>\n

      1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 5<\/span><\/p>\n

      weiblich\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 O\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00e4nnlich<\/span><\/p>\n

      \n

       <\/p>\n

      \u00a0<\/strong>Abschnitt 4<\/strong><\/p>\n

      Adjektiv-Gruppen<\/strong><\/p>\n

      Die folgenden Adjektiv-Gruppen sind jeweils aus einer einzigen Werbung erhoben worden.<\/span><\/p>\n

      Bitte geben Sie an, welcher Zielgruppe Sie die Werbung zuordnen w\u00fcrden.<\/span><\/p>\n

      „grau, \u00e4lter, kompliziert, stark, j\u00fcnger“<\/strong> (Werbung f\u00fcr Shampoo)<\/span><\/p>\n

      O weiblich<\/span><\/p>\n

      O nicht eindeutig<\/span><\/p>\n

      O m\u00e4nnlich<\/span><\/p>\n

      \n

      „kraus, zart, speziell, perfekt“<\/strong> (Werbung f\u00fcr Rasierer)<\/span><\/p>\n

      O weiblich<\/span><\/p>\n

      O nicht eindeutig<\/span><\/p>\n

      O m\u00e4nnlich<\/span><\/p>\n

      \n

      „fresh, cool, kalt, neu\u201c<\/strong> (Werbung f\u00fcr Deodorant)<\/span><\/p>\n

      O weiblich<\/span><\/p>\n

      O nicht eindeutig<\/span><\/p>\n

      O m\u00e4nnlich<\/span><\/p>\n

      \n

      „ultimativ, diamant-beschichtet, gr\u00fcndlich, maximal“<\/strong> (Werbung f\u00fcr Rasierer)<\/span><\/p>\n

      O weiblich<\/span><\/p>\n

      O nicht eindeutig<\/span><\/p>\n

      O m\u00e4nnlich<\/span><\/p>\n

      \n

      „ewig, gesund, beschwerend, innovativ, sch\u00f6n“<\/strong> (Werbung f\u00fcr Shampoo)<\/span><\/p>\n

      O weiblich<\/span><\/p>\n

      O nicht eindeutig<\/span><\/p>\n

      O m\u00e4nnlich<\/span><\/p>\n

      \n

      „duftend, sicher, fantastisch, pur“<\/strong> (Werbung f\u00fcr Deodorant)<\/span><\/p>\n

      O weiblich<\/span><\/p>\n

      O nicht eindeutig<\/span><\/p>\n

      O m\u00e4nnlich<\/span><\/p>\n

      \n

       <\/p>\n

      <\/a>4.\u00a0\u00a0 Ergebnisse und Fazit<\/span><\/h1>\n

      Insgesamt fiel das Ergebnis der Umfrage weitgehend so aus, wie die Hypothese vermutet hatte. Dies fiel allerdings bei manchen Adjektiven leichter als bei anderen. Solche, die von sich aus eher neutral erscheinen, k\u00f6nnen auch im Werbekontext nicht eindeutig zugeordnet werden. Als Beispiel:<\/span><\/p>\n

      Fragenblock 1, erhoben aus einer Werbung f\u00fcr M\u00e4nner-Deodorant:<\/span><\/p>\n

      \"\"<\/a><\/span><\/p>\n

      In diesem Beispiel wird deutlich, dass die gr\u00f6\u00dfere Masse an Teilnehmenden nicht alles explizit zuordnen kann, auch, wenn bewusst ist, dass es aufgrund der Datenerhebung eine \u201erichtige\u201c Antwort gibt \u2013 zumindest bezogen auf die Werbung, aus der das Adjektiv stammt, nicht auf die Korrektheit der Assoziation. Diejenigen, die eher nach Au\u00dfen ausgewichen sind, haben m\u00f6glicherweise einen anderen Hintergrund, der sich auf ihre Abstimmung ausgewirkt hat oder das Adjektiv anders interpretiert (z.B. \u201eunglaublich\u201c im Sinne von \u201efrech, emp\u00f6rend, unverst\u00e4ndlich\u201c). Auch kann ein Werbekontext auf beide Geschlechter gleichwertig zutreffen:<\/span><\/p>\n

      Block 3, erhoben aus Werbung f\u00fcr M\u00e4nnershampoo:<\/span><\/p>\n

      \"\"<\/a>
      \n<\/span><\/p>\n

      Die meisten Werbungen waren allerdings sehr eindeutig:<\/span><\/p>\n

      Block 1, erhoben aus Werbung f\u00fcr Frauenrasierer:<\/span><\/p>\n

      \"\"<\/a><\/p>\n

      Block 2, erhoben aus Werbung f\u00fcr M\u00e4nnerrasierer:<\/span><\/p>\n

      \"\"<\/a><\/p>\n

      Block 2, Erhoben aus Werbung f\u00fcr Frauenrasierer:<\/span><\/p>\n

      \"\"<\/a><\/span><\/p>\n

      Hier spielt vermutlich direkt der Werbetext eine Rolle: bei Frauen wird mit \u201eglatten\u201c und \u201esamtweichen\u201c Beinen geworben, wohingegen M\u00e4nner im Gesicht eine \u201epr\u00e4zise\u201c Rasur erzielen wollen.<\/span><\/p>\n

      Neben dem auf dem Plakat abgebildeten \u201emega\u201c gab es noch ein weiteres Adjektiv, dessen Tendenz eindeutig entgegen der Werbung verlief:<\/span><\/p>\n

      Block 2, erhoben aus Werbung f\u00fcr M\u00e4nnerrasierer:<\/span><\/p>\n

      \"\"<\/a><\/span><\/p>\n

      Hier zeigt sich, dass entweder durch den Einfluss anderer Werbungen oder im privaten Umfeld auch entgegengesetzte Assoziationen gebildet werden k\u00f6nnen.<\/span><\/p>\n

      Abschlie\u00dfend lassen sich Stereotypen in geschlechterspezifischer Sprache eindeutig erkennen. Damit ist die Hypothese best\u00e4tigt worden.<\/span><\/p>\n

      Diese Studie hat sich prim\u00e4r mit dem Blick auf die repr\u00e4sentative Anzahl von 100 Teilnehmenden und den Gesamteindruck des Ergebnisses besch\u00e4ftigt. Bei einer Ausdifferenzierung der Ergebnisanalyse kann in weiterf\u00fchrenden Schritten ebenfalls noch der Zusammenhang zwischen Alter und Assoziationen sowie Geschlecht der Teilnehmenden und Assoziationen erforscht werden.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      Inhalt 1. Forschungsziel 2. Datenerhebung der Werbung 2.1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Auswahl der Werbung 2.2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Auswahl der Adjektive 2.3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Bildquellen und Beispieltranskriptionen zu den Abbildungen 1 und 2 des Plakats 2.4\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Vollst\u00e4ndige Dokumentation der Datenerhebung 3. Erstellung der Umfrage 3.1\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Auswahl der Fragetypen 3.2\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Abbildung der Umfrage 4. Ergebnisse und Fazit   1.\u00a0\u00a0 Forschungsziel Die Welt der Kosmetikprodukte […]<\/p>\n","protected":false},"author":8045,"featured_media":0,"parent":62,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"class_list":["post-448","page","type-page","status-publish","hentry","post-preview"],"_links":{"self":[{"href":"https:\/\/blogs.uni-bremen.de\/themensemestertext\/wp-json\/wp\/v2\/pages\/448","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.uni-bremen.de\/themensemestertext\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/blogs.uni-bremen.de\/themensemestertext\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.uni-bremen.de\/themensemestertext\/wp-json\/wp\/v2\/users\/8045"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.uni-bremen.de\/themensemestertext\/wp-json\/wp\/v2\/comments?post=448"}],"version-history":[{"count":10,"href":"https:\/\/blogs.uni-bremen.de\/themensemestertext\/wp-json\/wp\/v2\/pages\/448\/revisions"}],"predecessor-version":[{"id":547,"href":"https:\/\/blogs.uni-bremen.de\/themensemestertext\/wp-json\/wp\/v2\/pages\/448\/revisions\/547"}],"up":[{"embeddable":true,"href":"https:\/\/blogs.uni-bremen.de\/themensemestertext\/wp-json\/wp\/v2\/pages\/62"}],"wp:attachment":[{"href":"https:\/\/blogs.uni-bremen.de\/themensemestertext\/wp-json\/wp\/v2\/media?parent=448"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}