Bakalářská práce / info:eu-repo/semantics/bachelorThesis
Osoba oponující práci:
This study contains basic comparison the status of women and men in television advertising in Czech Republic. It focuses on stereotypic presentation of each gender depending on the type of product presented and on dividing products into two groups each stereotypically regarded as a men's and woman's products . In the first part -- theoretical part, I define basic definitions connected with this area needed for understanding the problem of gender stereotypes in advertisement and their influence on society thanks to the huge power and influence of media. Second part -- practical part contains analyzing of 160 adverts (firstly divided into 4 groups -- food, household needs, financial products and cars), which were presented on television in the year 2008. The analysis used is quantitative contents analysis and it compares each groups of adverts regarding gender prejudice. The last part shortly describe the way how European Union and Czech Republic deal with this problem and activities they have undertaken.
Gender Stereotypes; Television Advertising; Marketing
Informace o studiu
Studijní program a Studijní obor:
Ekonomika a management/Podniková ekonomika a management