Pornography and Sexual Consumerism

Bc. Vira Savenko

Master's thesis

Abstract:

This Diploma Thesis deals with the provocative question of pornography and sexual consumerism. The consumerism aspect is illustrated by the eroticism and sex in advertising. The theoretical part of the thesis presents the theoretic core of this topic – it defines pornography, its forms, and history with an anthropological approach, then proceeds with the insight into the question of sex and erotic usage in the advertisement. The practical part of the thesis consists of two modules. The first one was a questionnaire which took place at the end February and till the middle of March 2018 and which was created just for women and concentrated predominantly on their outlooks for the issue of sex and erotic in the advertisement. The aim was to discover women’s attitudes towards erotica, sex, and nudity in the advertisement, as well as to define a component that significantly affects their attitude, and moreover, how much the connection between product and erotica impacts their outlook. The second module of the practical part uses acquired information from the questionnaire and applies it to modify inappropriate erotic advertising.

Keywords

Advertising, consumerism, erotic, eroticism, pornography, product, sex, women

Language used: English

Date on which the thesis was submitted / produced: 11. 4. 2018

Thesis defence

• Date of defence: 14. 6. 2018
• Supervisor: doc. Giuseppe Maiello, Ph.D.
• Reader: Mgr. Jitka Cirklová, M.A., Mgr. Zdeněk Sloboda

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication