ENGLISH SUMMARY The main objective of this thesis was to provide a complex perspective on the mutual relationship of gender and media in the age of post-modernity with a special attention to the stereotypical gender portrayal presented to us by the contemporary Czech advertising discourse. We chose to demonstrate this problematics through the methods of semiotic analysis on the analytical sample of 5 advertisements (consisting of selected TV commercials) representing various aspects of stereotypical gender images appearing in the today's Czech advertising contents. We then subjected these selected advertisements to the analytical methods in pursuit of finding the answers to the questions related to the media image of men, women and our society that the stereotypical gender depictions contained in these advertisements help to construct. Although many of these advertisements appear to be openly sexist or even misogynic on the first sight, using the mechanisms of semiotic analysis we came to a rather opposite conclusion proposing the analyzed contents are rather pro-feminine tending toward an extensive masculine critique. This result, however, is based mainly on the mechanisms of oppositional reading of the subjected texts. On the other hand, it is presumable that the "average media consumer" not having access...

Estimating others characteristics from facial cues plays an important role in our everyday lives. People usually agree in these estimates well and many of these estimates correlate. Majority studies consider one or few character- istics only and their respondents usually are in narrow ranges of ages. This study is partly based on rating of 13 characteristics of 80 men's and women's faces by respondents of various ages. These data were originally collected within yet unpublished study of Jaroslav Flegr, Amy E. Blum and Šebastian Kroupa. In this study I most strikingly found out that: i) older respondents of both genders rates photos of women as more attractive, ii) respondents spend more time by rating faces considered by themselves as more attractive or nice, iii) men rate people with different eye color as more attractive and women rate others with the same eye color as nicer, iv) preferences computed by two methods do not differ much. 1

The diploma thesis deals with problems of employment and unemployment policy from the special point of view: the use of equal opportunity of men and women (gender equality) in the Czech Republic, Germany and the European Union. The theoretical part describes employment, unemployment, promotion of women and men at employment market from the gender point of view, and discriminatory differences in the field of financial evaluation of men and women for the same amount and kind of work. The practical part gives the comparison of the employment policy from the gender perspective (rate of employment and unemployment of men and women) on the basis of statistical information of the member states of the European Union {--} the Czech Republic and Germany. The main goal of this work is to show and emphasize the fact, that some aspects of discrimination in the field of gender relationships at work and in private life still exist even in the present modern society. It depends on all of us mainly, in which way and direction these problems of gender equality will develop in the society in future.