Abstract (eng)
This thesis deals with the construction of body-imaging of men and women in advertising, with special emphasis on wellness related advertisements. Starting point for this research is Goffman’s book “Gender Advertisements”. Two pictures showing wellness scenes are intpreteted in regard to the gender of the pictured individuals. This analysis is conducted in two steps, first the bodies are depicted on a descriptive level, then on a reconstructive level. The results of this study are compared with Goffman’s pictures and categories, focusing on the formal factors of image production, hierarchy, rituals of subordination, beauty ideals, sexuality and eroticism.