Analýza zobrazování žen a mužů v reklamě – Bc. Veronika Polášková
Bc. Veronika Polášková
Master's thesis
Analýza zobrazování žen a mužů v reklamě
Analysis of women’s and men’s image in commercials
Abstract:
V televizních reklamách se podle teoretických zdrojů vyskytují genderové stereotypy v zobrazení žen i mužů. Ženské stereotypní zobrazení se týká role osoby pečující o domácnost nebo starající se o děti. Mužské stereotypní zobrazení znamená roli odborníka, který ženu vede. Zadavatelé reklam tímto zobrazováním působí na své diváky. A ti už od dětství v rámci genderové socializace přijímají tato sdělení …moreAbstract:
According to theoretical sources, there are gender stereotypes in the portrayal of women and men in television commercials. A female stereotypical depiction concerns the role of a person caring for the household or caring for the children. Male stereotypical representation means the role of an expert who guides a woman. Advertisers reach these audiences with these ads. And since childhood, they have …more
Language used: Czech
Date on which the thesis was submitted / produced: 26. 4. 2021
Identifier:
https://is.ambis.cz/th/x9mr1/
Thesis defence
- Date of defence: 2. 6. 2021
- Supervisor: PhDr. Marta Vohlídalová, Ph.D.
- Reader: PhDr. Iva Zadražilová, Ph.D.
Citation record
Full text of thesis
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Institution archiving the thesis and making it accessible: AMBIS vysoká škola, a.s.AMBIS University
Master programme / field:
Economics and Management / Management
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