This thesis The Portrayal of women in Slovak print media advertising 1992-2012 addresses the way women are depicted in advertising in three selected Slovak magazines, at three points in time; 1992, 2002 and 2012. The work aims to discover in what direction the portrayal of women in magazine advertisements has evolved during this period when advertising occupies more and more space in the media. This work deals with gender issues and focuses mainly on the roles in which women are represented in advertising. Their passivity or activity and sexual objectification are examined through content and semiotic analysis. The dual mode of analysis will allow us to better understand the mechanisms of the depiction of women in advertising and compare the different ways women are portrayed in the media depending on the target audience.

This study sought for the importance and influence of visual text in Lifestyle magazines. The aim was to see the importance of visual text for middle-aged women as well as for the magazines. It also aimed to understand how the reading of these magazines can affect women´s daily life. In the search for these six lifestyle magazines; three Swedish, two Finnish and one Danish, were analysed. There were further six interviews conducted were the Swedish magazines also were shown. What is found is the similarities the magazines pose even though being from different countries. There are some patterns in the visuality that consists. What seemed to be most differently between the magazines was the depiction of women. In the Swedish magazines all women were smiling but for men it seemed optional. The Danish magazine followed this pattern to some extent while the Finnish magazines had full segments of women without even a trace of smile. The six women interviewed all had their reasons for reading lifestyle magazines. Mostly it was to pass time when needed. Although, when reading for fun there had to be some sort of interest in the text or subject to be read. Most important though was that there had to exist recognizability. The women wanted to relate and recognize themselves in the text. This way a meaning was ascribed to the reading. Furthermore, most of them did not reflect on how women were depicted. Still though, when asked all women could give an opinion on how the women in the magazines looked. What was interesting then was that they gave the same description only with different words.

The complex concept of the ageing woman must be viewed in relation to both what it means to be a woman and what it means to age. Both women and the elderly are discriminated against in different respects; therefore it could be argued that the ageing woman is discriminated against in a double sense. This study investigates how women over the age of 50 are portrayed linguistically in fashion and lifestyle magazines with the aim to reveal the underlying attitudes as well as social and cultural ideologies regarding the topic today. Based on Wodak (2001), I employed critical discourse analysis (CDA) methodology, with a particular focus on terms of address and attributes identified in selected fashion and lifestyle magazines. The findings revealed that although the women were addressed mainly in terms of their professional titles, the emphasis was put on them as ageing women by a continuous mentioning of their age, their past and physical consequences from the process of ageing.        Further, personality traits and emotional and physical attributes were evaluated in terms of negative and positive associations, revealing positive attitudes (e.g. happy, curious, experienced) regarding emotions and personality traits, but negative associations (e.g. weight gain, grey hair, old) in relation to their ageing bodies and their appearances.

The present thesis focuses on the classification, description and comparison of evaluative adjectives occurring in two lifestyle magazines, Cosmopolitan (for women) and Esquire (for men. The theoretical part presents general information on evaluation and evaluative language, local grammars, lifestyle magazines and differences between the use of language by women and men. The material for the analysis is drawn from online articles published by Cosmopolitan and Esquire which are part-of-speech tagged using the freeware Part-Of-Speech tagger TagAnt, the analysis is carried out using the corpus analysis software AntConc. The initial part of the analysis describes and compares the most frequently used evaluative adjectives in the two corpora. The final section uses the patterns presented in the theoretical part of the thesis as a starting point; the two corpora are searched to find their occurrences, potential variations and patterns that have not been described previously. Key words: Evaluation, lifestyle magazines, local grammars, evaluative patterns

The Czech fashion industry is constantly in progress and has growth potential. However, it still has significant deficiencies. The thesis focuses on local fashion and its presentation in Czech lifestyle magazines. The primary quantitative research focused on examining the Czech lifestyle fashion magazine's environment and determining in what context and how often these media write about local fashion and its designers. Through the content analysis, the three fashion titles (Vogue CS, Elle, and Harper's Bazaar) were examined during the period between August 2018 and December 2020. The theoretical part of the thesis focuses on the topic introduction, where deals with fashion and fashion journalism evolution. Then, the current situation in both fields is described. The methodological part consists of a theoretical basis, literary review, and research design. Three research questions and four hypotheses were formulated within this paper. Research results suggest that Czech fashion media outputs regarding the local fashion are mostly connected with Mercedes-Benz Prague Fashion Week via online editorial articles.

Diplomová práce Kristýna Mixová Abstract The topic of this diploma thesis is the image of cohabitation, marriage and parenthood in lifestyle magazines. Theoretical sources of the text are ideas of Zygmunt Bauman - love as a consumer product or love forever, and the ideas of Gilles Lipovetsky about postmoral society without duty. Methodology for this diploma thesis was the qualitative content analysis of 12 issues of the most read czech men's lifestyle magazine Maxim and 12 issues of the most read czech women's lifestyle magazine Joy. Both published in 2012. In both lifestyle magazines love is presented as a consumer product, but in women's magazines exists an image of love forever as well. Duty is shown in negative view. Instead of duty, taking care about others is presented. Wedding is decribed like a normal event expected in a human life. Parenthood in men's lifestyle magazines is connected with self-denial, in women's lifestyle magazines as a self-fulfilment connected with self- denial. The last part of the diploma thesis updates the finding of Paulína Tabery from 2007.

Diplomová práce Bc. Kristýna Mixová Abstract The topic of this diploma thesis is the image of cohabitation, marriage and parenthood in lifestyle magazines. Theoretical sources of the text are ideas of Zygmunt Bauman - love as a consumer product or love forever, and the ideas of Gilles Lipovetsky about postmoral society without duty. Methodology for this diploma thesis was the qualitative content analysis of 12 issues of the most read czech men's lifestyle magazine Maxim and 12 issues of the most read czech women's lifestyle magazine Joy. Both published in 2012. In both lifestyle magazines love is presented as a consumer product, but in women's magazines exists an image of love forever as well. Duty is shown in negative view. Instead of duty, taking care about others is presented. Wedding is decribed like a normal event expected in a human life. Parenthood in men's lifestyle magazines is connected with self-denial, in women's lifestyle magazines as a self-fulfilment connected with self- denial.

The diploma thesis Comparative study of a presentation of women's beauty in lifestyle magazines for men and women suggests the hypothesis that the image of women's beauty is modified according to the target group of the media. As to support or falsify the thought, there are analysed chosen photographs of women in four Czech lifestyle magazines, specifically in ELLE, ForMen, Cosmopolitan and Esquire. Chosen method of semiotic analysis and description helps define the differences between image of women's beauty in the pictures. In order to interpret the pictures in broader context, the first half of work deals with the development of aesthetic theories and various scientific views of beauty as well as theories about presumed media influence. The results of the analysis are interpreted and explained on the grounds the theoretical base. Besides the evaluation of the primary hypotheses there are also noted other theoretical findings. The document is closed by comments of authoress on the issue based on already written theories.

The thesis is focused on the role of fathers represented in different lifestyle magazines for women. There were selected two kinds of magazine brands for women from different social-economic groups. The representative magazines from higher social-economic groups were chosen Elle, Harper's Bazaar, Cosmopolitan and Marianne. The representative magazines for women from lower social-economic groups were chosen Vlasta, Chvilka pro tebe, Žena a život and Překvapení. There were found only articles which show man as father, including description, in all selected magazines. The terms were generated according to the method of open coding from each article. Then they were merged into superior categories. The final categories served as a tool for describing representation of father, as he had been described in the individual magazines. From individual magazines we moved to the whole groups of magazines, which were designed for the same social-economic groups of women. Differences and similarities in the representations of fathers were found not only between the groups but also inside of the groups themselves. Nevertheless, our work has successfully shown that there were significant differences in the descriptions of the father in the magazines for different social-economic groups of women.

This study was a qualitative analysis of the covers of six lifestyle magazines, three addressed to women and three addressed to men. We have studied the cover photographs, the teasers and their relations.   The purpose of this study was to answer the questions: According to the magazines, what are male interests and what are typical female interests? Who is the ideal man and who is the ideal woman? Is there a certain way you need to look to be able to be on a magazine cover? And how often do the magazines encourage you to consume?   The study was based on thirty covers, five from each magazine. The Swedish magazines are VeckoRevyn, Amelia, Damernas Värld, King of Sweden, Café and the American version of GQ. We’ve used semiotics and rhetorical methods to analyze the material. We have studied the words in the teasers to find their connotations, we have studied the poses of the cover models and investigated their body language and counted how many times the magazines teases for something that will lead to you as reader having to buy something.   We found out that both male and female magazines use very stereotypical gender roles and they do not show any signs of changing, even though the society in general has broken free from many typical gender roles. They presented an ideal man that are very successful, handsome, well dressed, meat eating and interested in sports. He is neither black nor gay. The ideal woman is a slim, beautiful, successful, white, heterosexual woman who can joggle many things at once.