The purpose of this thesis was to find out how snowboarding lifestyle and gender equity are visible in Burton Snowboards’ branding on their Instagram accounts as well as in their retail stores. Thus, the research questions were “How is (snowboarding) lifestyle and gender equity visible in Burton Snowboards’ branding on their Instagram accounts and in their retail stores?” and also, “How does branding differ in the two accounts and in the four stores?” The theory part of this thesis looks into consumer theories, such as branding and marketing communication. Also, the theory part concentrates on theories from social sciences mainly from the point of view of gender studies. In addition, the study is deepened by theoretical connections that are relevant for the overall research. The empirical part of the thesis is a qualitative study, which was carried out by mixing two different research methods. First, an extensive visual analysis of Burton Snowboards and Burton Girls Instagram accounts was conducted. Secondly, in-store observations were carried out in four different Burton Stores, three of them in the USA and one in Finland. Based on the findings of the study, Burton Snowboards’ is advancing gender equity by building and developing a lifestyle brand where actions and expressions are actively oriented towards reducing gender stratification.

A castração de cães é um procedimento eletivo frequentemente realizado, e a sua prática tem sido associada com a queda nos níveis de atividade física e com ganho de peso. A grande maioria das pesquisas que envolvem a atividade física é realizada através de questionários que fornecem dados aceitáveis, porém subjetivos. Este trabalho teve por objetivo analisar de forma quantitativa, através do uso do acelerômetro, os níveis de atividade física e o ganho de peso de cadelas antes e após a castração. Foram utilizadas 21 cadelas e monitoradas através do acelerômetro em quatro momentos: antes, um mês, três meses e seis meses após a ovariossalpingohisterectomia. Os cães também foram avaliados quanto ao ambiente, peso, escore de condição corporal e porte. Não houve redução estatisticamente significativa dos níveis de atividade física após a castração. Ao fim dos seis meses de pós-operatório as atividades sedentária, leve a moderada e vigorosa permaneceram iguais àquelas anteriores à castração. O ambiente não influenciou o comportamento dos animais, pois apresentaram níveis de atividade muito semelhantes. Cadelas com sobrepeso tiveram maior variação de atividade em relação a cadelas de peso ideal e cadelas de porte grande maior variação em relação aquelas de porte médio e pequeno. Houve significativo ganho de peso de 8,75% ao fim dos seis meses de estudo, independente do ambiente, escore corporal e porte. Foi possível relacionar à variação da atividade vigorosa e leve moderada somada a vigorosa com o ganho de peso. Assim, conclui-se que até seis meses após a castração os animais não alteram os níveis de atividade física, mas apresentam significativo ganho de peso no mesmo período. / Neutering dogs is an elective procedure often performed, and its practice has been associated with the declined levels of physical activity and weight gain. The very majority of research involving physical activity is conducted through questionnaires that provide acceptable data, however those data are subjective. This study aimed to analyze quantitatively the physical activity and the weight gain in bitches before and after castration throughout accelerometer. Twenty one monitored bitches by accelerometer were evaluated in four stages: before, one month, three months and six months after ovariosalpingohysterectomy. The dogs were also evaluated in regards for the environment, weight, body condition score and size. There was no statistically significant reduction in levels of physical activity after castration. At the end of the six months post-operative sedentary, mild to moderate and vigorous activities remained the same as pre-castration versions. The environment did not influence the behavior of animals, since the activity levels remained very similar. Bitches overweight had a higher variation of activity in relation to bitches of ideal weight and large sized dogs greater variation regarding those medium and small-sized. There was significant weight gain of 8,75% at the end of the six months of study, regardless of the environment, body condition and size. It was possible to relate the variation of vigorous activity and mild to moderate added to vigorous activity with weight gain. Thus, it is concluded that up to six months after castration animals do not change the physical activity levels, but they present significant weight gain in the same period.

The thesis is tracking changes in body weight of 15 to 20-year-old male adolescents during one calendar year in the context of a season and typology of a personality in the circadian rhythm area where probands are figuratively categorized into ?larks? whose activity is the highest in the morning hours and ?owls?, in other words people who are more active in the afternoon and evening hours. The theoretical part of the thesis tries to clear key concepts of the research work and the whole thesis alone. The practical part of the thesis explains and describes specific procedures, methods, results, goals and practical recommendations of the project.

The Diploma Thesis "Sociology of Food - Vegetarianism as a Specific Phenomenon" consists of a theoretical and practical part. The theoretical part aims at the basic information relating to the sociology of food and the lifestyle. The consequent chapters deal with vegetarianism. The practical part brings the presentation of the results reached. The primary data collection utilized the quantitative research, the questioning method and the questionnaire technique. The questionnaire was distributed, in particular, via the Internet, in collaboration with the discussion forums of healthy diet and the vegetarianism forums. Also, within the Yoga system, in a daily life it was spread into all the Yoga Centres in the Czech Republic. Furthermore, the questionnaire was spread in the healthy diet shops and in the healthy canteen in České Budějovice. The research set was made up by vegetarians from all over the Czech Republic regardless of age, sex or any other criteria. In total 421 questionnaires were returned to be utilized for the research, however, 74 of them could not be used at all due to the incorrect or insufficient data completion or illegibility. Thus the research utilized 347 questionnaires, i.e. 82.4 %. The aim of the Diploma Thesis was to ascertain how the phenomenon of nourishment influences the lifestyle of a vegetarian. Consequently, other two goals were set. Partial goal 1: Monitoring of vegetarianism within the Czech Republic from the point of view of vegetarians. Partial goal 2: Description of contemporary trends within vegetarian nourishment. Evaluation of positives and negatives of such nourishment. I assume the goals of the Thesis have been fulfilled. In connection with the goal of the Thesis the hypothesis arose: Vegetarianism as the choice of nourishment is simultaneously a choice of a specific lifestyle (e.g. the style of housing, leisure time, so-called life philosophy, etc.). This hypothesis was acknowledged from the results ascertained. The Diploma Thesis results can serve for the further research and a wider exploration of this field. Furthermore, they will utilised for the needs of the vegetarian centres and, thanks to the scope of the research set, they can be intended to be published in professional periodicals.

At present we are witnessing a revolutionary period marked by changes in population demographics. Recently there has been a significant increase in life expectancy of people in developed countries and the percentage of seniors in society has been rising. The issue of a proactive approach to aging is therefore very relevant today. It is difficult to determine when youth ends and old age starts, but the World Health Organization has determined this age limit as 60 years. This is the time when people retire and when they perceive their own aging most intensely. The aim of the thesis is to explore the lifestyle of seniors. The theoretical part includes a description of this particular period of human life, the practical research studies the lives of concrete seniors with the aim of creating a clear conception of how today's seniors live, what their normal days look like, what they are occupied with and what they are worried about. The main research groups are couples, but in the research are included also individuals, mostly widows who live alone. Interviews conducted in their home environment enable looking into their privacy, and finding out what the lifestyle of people over 60 years old is like. For all respondents, retirement was a major turning point in their lives. The way they coped with this situation is different in each case, but anyway their lives and lifestyles changed in some way, either positively or negatively. Some people slowed down the pace of life and began to pursue hobbies and family life after leaving their jobs, others used the newly gained time to start to fully focus on their hobbies. There are, however, people who gave up their hobbies and got indolent. This applies particularly to lonely people. The research has shown that people living in pair are more active and if they are not limited by health problems, they show greater diligence and activity. Partners support each other in their hobbies and encourage each other to action. The research could not cover the views of all seniors, but it has turned out that a positive approach to life and an active lifestyle significantly helps improve old age that should not be seen as a sad and final chapter of life.

Demographic statistics show that nowadays a proportion of seniors is increasingly growing in our population. Therefore it is very important to pay close attention to this group. The threshold age of sixty-five years is mainly associated with a longer retirement age. This turn occurs from day to day when a person has got a much more leisure time and must to cope with it in some way. I focused on the lifestyle, favourite activities and the greatest fear of people over 65 years in my diploma thesis. The thesis concentrates to an interconnection of the lifestyle with the health and the state of health of an individual. The research sample consisted of thirty respondents from the districts of Mladá Boleslav and České Budějovice. The respondents were approached by a random selection. Fifteen respondents, nine women and six men were from the district of Mladá Boleslav, ten women and five men were from the district of České Budějovice. There were established quota criteria - the age over 65, the residence in the district of Mladá Boleslav or in the district of České Budějovice and a willingness to take part anonymously in the research too. The research in the given areas took place in the months from December to March and in various environments: in libraries, shopping centres, traffic means (train, bus) as well as in streets of towns and villages. The results were processed in form of thirty case studies which were written in three areas: the identification, health and lifestyle and leisure time. Transparent tables were developed from the case studies. The interviews show that among the most favourite seniors´ activities belong reading of books, newspapers and magazines, watching TV and doing crossword puzzles. These three the most often and the most favourite activities were indicated both by respondents from the district of Mladá Boleslav and from the district of České Budějovice as well. The respondents´ greatest fear is of their health, it is followed by the fear of losing their children. These two concerns appeared on the top places at both of the groups of respondents. The third frequent fear was mentioned as a concern about the household in the district of Mladá Boleslav and the fear of the loneliness in the district of České Budějovice. Eleven of the thirty respondents said, that they have no fear (five in the district of Mladá Boleslav and six in the district of České Budějovice). The practical part also showed that cultural and social events are attended by nineteen from the thirty respondents, eleven of them do not take part in any events, most commonly for the reason of a poor state of their health or for the reason they do not want it at all. Eighteen respondents participate in sporting events, actively only four of them, twelve respondents do not attend any sporting events. None of them studies Academy or University of the Third Age and seems to be interested in studies. Only two seniors from the district of Mladá Boleslav are members of the seniors´ club. Differences in the lifestyle, favourite activities and the fears between the districts of Mladá Boleslav and České Budějovice are minimal. Following hypotheses can be drawn on the basis of the research, though it would be advisable to check them on a larger number of respondents. ?Seniors´ lifestyle is largely influenced by the state of health.? ?Especially the concern about the poor state of health belongs to the most frequent mentioned seniors´ fears? ?Mainly reading of books, watching TV and doing crossword puzzles belong to the most favourite seniors´ activities.? The diploma thesis could be used as a support of the healthy lifestyle and at the same time it could be used for an expansion or implementation of leisure-time activities for seniors from the districts of Mladá Boleslav and České Budějovice at the age group of people over 65.

Lifestyle of the University of the Third Age listeners The thesis as a whole is written in the spirit of the quality of senior life and active spending an old age. First chapter ? Current status - represents the theoretical frame of the thesis which introduces the reader with the key issues essential for the correct understanding of the work. In its´ main subchapters are described demographical development and the population aging, life quality of senior people and social security in old age. Special chapter is dedicated to the tools of an active old age where the both national and international activities on this field are described, the types of senior organizations such as Active seniors clubs or People´s universities are divided, and separate chapter deals with the education of senior people including the description of educational activities like University of the Third Age or the Academy of the Third Age. The last part of mentioned chapter is dedicated to functions, targets and positive results of the senior people education. Remaining chapters concern the qualitative research. In the chapter two the objective of the thesis is defined, including the main and component research questions. The objective of the thesis is to describe the lifestyle of the senior people who participate on the educational activities within the University of the Third Age (U3V). Specifically to describe how their lifestyle differs unlike to the senior people who does not attend the educational courses via U3V and which positive benefits the study brings. The secondary objective is to determine the factors that impede these senior people to attend the Universities of the Third Age. Third chapter refers to the detailed description of the research methodology. The qualitative attitude with the research design of the case study was chosen for this thesis. I used the moderated interview method and the semi-structured interview for the data collecting and right after the framework analysis was chosen in order to process gathered data. To evaluate the data I used the case comparison method. This chapter also includes the description of the research sample selection and also its characteristics. Forth chapter presents the results of evaluated interviews. Whereas the research file was divided into three groups, also these results have a structure of three separated subchapters. The summary of gathered key knowledge is mentioned at the end of this chapter. I managed to identify the base differences in particular branches of senior people lifestyles between senior people that attend the U3V educational activities, those who don´t and the senior people participate in the Active senior clubs thanks to the comparison of the particular case studies. It is possible briefly to say that the result shows us that the U3V study has no influence on the softening of the feeling of loneliness, although the important role of the U3V in senior people lives mainly in giving them both the kind of meaning of life and the opportunity to spend old age actively with the people of the same generation with the same interests. Senior people who do not attend the educational activities indicate the lower number of meetings with other people, but on the other hand they meet their relatives much more often, in some cases every day, and thanks to this fact, they do not feel the loneliness and see their meaning of life in the care od family. This is the reason, why they do not have a need to attend other activities. After this chapter the Discussion follows, which compares the gathered results of the research with already publicized knowledge. The conclusion, bibliographic sources and the annexes are placed in the end of the thesis.

This thesis deals about problems of eating and risks associated with it, which in this work are mainly overweight and obesity. It is focused on the adult population, especially the population of children and adolescents. The theoretical part deals with the importance of eating, essential nutrients, nutrition of school-year childre, catering to primary schools. A large part is devoted to overweight and obesity, as a large, ever-worsening problem of civilization. Two objectives have been determined: 1. To map food varieties at the students of two selected primary schools in České Budějovice, 2. To map the occurrence of obese children and children of overweight at selected primary schools in České Budějovice. For the development of practical quantitative method was used when the data collection were used two questionnaires. One questionnaire was anonymous routing for pupils. The second questionnaire addressed to schools, which monitored the menu options catering to primary schools. The research was conducted in March 2013 and the data was processed graphically and in tabular form in MS Excel. Data for the evaluation of hypotheses were statistically processed. Two hypotheses have been set. H1: In the ninth classes will be statistically higher difference of students overweight and obese than in sixth grade in selected schools. H2: The environment of selected primary schools contributes to overweight and obesity among their students. The results show that the prevalence of overweight and obesity among pupils sixth and ninth grades is not statistically significant difference. Furthermore, the results can be seen that the school environment is not conducive to the occurrence of overweight and obesity in selected primary schools. This work can be used as supplementary study material for similar problems and also as a tool for setting preventive measures in selected primary schools to prevent the rise in overweight and obesity among their students.

The diploma thesis has the title Social aspects of consumerism as a phenomenon of the present time. The theoretical part is divided into five chapters. The introduction chapter is designed as a theoretical framework of the whole thesis. That is why it describes hedonism as the original philosophy, consumer mentality and also the historical-cultural context of the development of the consumer society. The second chapter is in order to clarify main concepts devoted to terminological definition of consumerism and it also specifies concepts such as consumer society, consumerism etc. The third chapter focuses on aspects of consumer behaviour from marketing perspective, such as the cultural influences, personality determinants of consumers and impact of advertising. To social aspects of consumer behaviour that are the main object of study in this work is devoted the fourth chapter. The last chapter outlines the negative effects associated with consumer society, what involves issues of environmentalism in the context of the consumer society, further I mention modern forms of addiction (oniomania, shopaholism) and in the conclusion there are considered questions of what happens to our souls in the time of dominant, increasing, consumer thinking. The aim of this work is to map the social aspects of consumerism in the target group aged 30-55 years. Considering the methodological point of view, I applied a qualitative approach. Emphasis was placed on methodological triangulation of techniques therefore there were selected two data collection techniques - narrative interview technique (17 respondents) and the technique off standardized questionnaire (20 respondents). Primary data was coded/indexed and processed according to Ritchie and Spencer frame analysis method. In this diploma thesis there were set for research questions. The results show that two-thirds of respondents are aware of the influence that family has on their consumption patterns. Considering the dominance of married couples are decisions about shopping subordinated to traditional gender role - the dominant person is in two-thirds of families by shopping woman. The results also show that almost three quarters of respondents perceive regardless of their own income or education, their own social prestige as a middle-class one. Results also show that in the higher income categories were respondents more open to the influence of environment, their preference in clothing, choice of car and type of housing and lifestyle. The opinions of respondents on the life on loan have been predominantly unified - the vast majority of respondents rated this method of obtaining finance negatively. Characteristic common features in consumer behaviour in a middle class can be seen in a single perception of own social prestige as a middle-class one. Another common feature is a realistic idea related to the increased income that would bring respondents the feeling of happiness. Respondents also share negative attitude to life on the loan. On the basis of framework analysis and data interpretation, there were induced following theoretical concepts.

This thesis is concerned with assessment of the health risks of lifestyle of basic school children. The topic of the healthy nutrition, the healthy lifestyle and the healthy eating habits has been more and more popular. The healthy eating habits influence the whole human life and the term health has to be understood as a constant value that we have to protect and develop. Nutrition of children and youth is one of the most pronounced matter nowadays all over the world. First part of the thesis is focused on the lifestyle of basic school children, it´s parts and results too (especially the part about nutrition). Then it is focused on work of pediatric´s nurse who takes care about them. In my thesis I found two goals: to assess the specific lifestyle risks of basic school children and to find if basic school children keep the rules of healthy eating. Based on these goals four hypotheses were set: the H1 - Children eat more fruit than vegetables. H2 - Children drink sweet drinks more than water. H3 - Children don´t keep healthy eating habits. H4 - Children prefer fast-food meals to school meals. The hypotheses number H1, H3 and H4 were accepted. The H2 wasn´t accepted because the statistic showed that children drink more water than sweet drinks. The quantitative research was done to reach the goals and confirm the hypotheses via anonymous questionnaire for children from 13-15 years old. This research was given to approximately 310 pupils of primary school. The results were put into charts and tables and statistically assessed with Pearson chi square test. The results of research of my thesis were used for a booklet about healthy eating habits for children and their parents. The material should be ready for use for pediatric´s nurses who work for general practitioner for children and adolescents. The brochure can serve for gaining more information about healthy nutrition.