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Published in:
2019 | OriginalPaper | Chapter
Genderdarstellungen in Schweizer Publikumszeitschriften. Zu Einsatz und Akzeptanz von Stereotypen jenseits von Sprach- und Kulturgrenzen
Authors : Sascha Demarmels, Monika Simon
Published in: Stereotype in Marketing und Werbung
Publisher: Springer Fachmedien Wiesbaden
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Different cultures construct diverse realities, a fact that manifests itself, for example, in advertising. Translating texts therefore should not be reduced to translating mere words but to translating meaning in a way that is acceptable to the targeted culture. By comparing texts and images from the marketing communication of two big companies (weekly newspapers) qualitatively, we revealed differences in culture and cultural acceptance in the German- and Frenchspeaking parts of Switzerland. One such example can be found in stereotyping gender roles.