Czech Consumers' Perceptions of Gender Stereotypes in Advertising

Natálie Hofmanová

Master's thesis

Abstract:

The purpose of this thesis is to examine the Czech consumers' perceptions of traditional and counter-gender stereotypes in advertising. The study was conducted using a qualitative research technique. The selection of the respondents was set to cover men and women, and also younger (below 25 years old) and older (above 55 years old) consumers. In total, 14 in-depth interviews were performed, and the data were analysed using thematic analysis. Based on our results, three main areas of findings emerged. Firstly, it was revealed that the consumer's sensitivity level to gender stereotypes in advertising depends on whether the gender stereotype addresses the same gender as that of the recipient, as well as on whether the consumer takes a 'modern' or 'traditional' approach to gender roles in society. Secondly, the research showed that Czech consumers might be less sensitive to gender stereotypes in advertising due to the liberal nature of the local market. Lastly, it was found that humour may have the potential to reduce the level of offensiveness of traditional gender stereotypes in advertising. These findings are illustrated by a model of consumers' perceptions of gender stereotypes in advertising, determining the degree of sensitivity to these depictions.

Abstract:

The purpose of this thesis is to examine the Czech consumers' perceptions of traditional and counter-gender stereotypes in advertising. The study was conducted using a qualitative research technique. The selection of the respondents was set to cover men and women, and also younger (below 25 years old) and older (above 55 years old) consumers. In total, 14 in-depth interviews were performed, and the data were analysed using thematic analysis. Based on our results, three main areas of findings emerged. Firstly, it was revealed that the consumer's sensitivity level to gender stereotypes in advertising depends on whether the gender stereotype addresses the same gender as that of the recipient, as well as on whether the consumer takes a 'modern' or 'traditional' approach to gender roles in society. Secondly, the research showed that Czech consumers might be less sensitive to gender stereotypes in advertising due to the liberal nature of the local market. Lastly, it was found that humour may have the potential to reduce the level of offensiveness of traditional gender stereotypes in advertising. These findings are illustrated by a model of consumers' perceptions of gender stereotypes in advertising, determining the degree of sensitivity to these depictions.

Keywords

advertising, gender stereotypes, perception

Keywords

advertising, gender stereotypes, perception

Language used: English

Date on which the thesis was submitted / produced: 1. 2. 2021

Thesis defence

• Date of defence: 25. 6. 2021
• Supervisor: Miroslav Karlíček
• Reader: Zuzana Chytková

Vysoká škola ekonomická v Praze

Master programme:
International Management