Bc. Romana Takáčová

Master's thesis

A Pragmatic Comparative Analysis of Language in Advertisements for Men’s and Women’s Cosmetic Products

A Pragmatic Comparative Analysis of Language in Advertisements for Men’s and Women’s Cosmetic Products
Abstract:
Táto diplomová práca skúma jazyk v reklamách na kozmetické produkty pre mužov a ženy, pričom sa zameriava na pragmatické aspekty implikatúry, presupozície a rečových aktov. Analýzou vybraných reklám zameraných jednotlivo na mužov a ženy práca skúma, ako jazykové voľby formujú vnímanie spotrebiteľov, posilňujú rodové stereotypy a vytvárajú odlišné marketingové naratívy. Kombináciou teoretických poznatkov …more
Abstract:
This thesis explores the language in advertisements for men’s and women’s cosmetic products, focusing on pragmatic aspects of implicature, presupposition, and speech acts. By analysing a selection of advertisements targeting men and women individually, the study examines how linguistic choices shape consumer perceptions, reinforce gender stereotypes, and construct distinct marketing narratives. By …more
 

Keywords

Advertising Pragmatics Gender Stereotypes Implicature Presupposition Speech acts Jazyk v reklame Pragmatika Implikatúra Presupozícia Rečové akty
 
Language used: English
Date on which the thesis was submitted / produced: 21. 5. 2025
Identifier: https://is.muni.cz/th/otgoh/

Thesis defence

  • Date of defence: 17. 6. 2025
  • Supervisor: Mgr. Jana Pelclová, Ph.D.
  • Reader: doc. PhDr. Naděžda Kudrnáčová, CSc.

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Institution archiving the thesis and making it accessible: Masarykova univerzita, Filozofická fakulta
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