Ethics in marketing communication with a focus on body image
| Thesis title: | Etika v marketingu se zaměřením na body image |
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| Author: | Mužíková, Iveta |
| Thesis type: | Bakalářská práce |
| Supervisor: | Pešek, Ondřej |
| Opponents: | Landa, Pavel |
| Thesis language: | Česky |
| Abstract: | Bakalářská práce se zabývá etikou v marketingové komunikaci, přičemž pozornost je soustředěna pouze na problematiku body image. Cílem je zhodnotit, jaký vliv má neustálá prezentace ideálu krásy na psychický stav spotřebitele. Zdraví spotřebitelů a celé společnosti je důvod, proč se mluví o etice. Proto je i v této oblasti otázka etiky zcela na místě. Práce se zabývá problematikou body image v marketingové komunikaci z pohledu marketérů a také z pohledu samotných spotřebitelů. |
| Keywords: | Spotřebitel; Sebepojetí; Marketingová komunikace; Etika; Body image |
| Thesis title: | Ethics in marketing communication with a focus on body image |
|---|---|
| Author: | Mužíková, Iveta |
| Thesis type: | Bachelor thesis |
| Supervisor: | Pešek, Ondřej |
| Opponents: | Landa, Pavel |
| Thesis language: | Česky |
| Abstract: | This bachelor thesis deals with ethics in marketing communication with a focus on body image only. The aim of the thesis is to find out what the effects of constantly imaging the ideal of beauty on the psyche of consumers. The health of consumers and society is the reason why we talk about ethics. Therefore, in this area is the issue of ethics entirely appropriate. The thesis deals with the issue of body image in marketing communications from marketer's point of view and also from consumer's point of view. |
| Keywords: | Psyche; Marketing communication; Ethics; Consumer; Body image |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
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| Type of study programme: | Bakalářský studijní program |
| Assigned degree: | Bc. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 27. 9. 2012 |
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| Date of submission: | 31. 5. 2013 |
| Date of defense: | 25. 6. 2013 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/39044/podrobnosti |