This dissertation addresses the role and value of gender stereotypes in Marketing. The objective is on the one hand to chart male and female imagery in advertising and on the other to establish consumers' attitudes to this imagery, thus enabling a comparison of these outcomes. The first, theoretical part of the dissertation depicts the status of men and women in society and how advertising seeks to reflect this, and in addition describes the research methodology employed in the second, practical part. This latter part comprises a questionnaire survey and an advertising content analysis, and concludes with a comparison of the mentioned surveys.

The thesis examines whether Czech and Slovak printed national daily newspapers reveal expressions of patriotism and fanfare in ice-hockey news reports. Sports matches between two nations, which once formed one state, have all the requisites for being more special and prestigious than regular matchups. For this reason, these two events have been selected as suitable for analysis: the final match in the 2000 World Championship between the Czech Republic and Slovakia (5:3) and the 2012 semifinal between the same opponents (1:3). The theoretical part introduces concepts of nation, nationalism, national identity, national symbols, myths, stereotypisation and fanfare. In the empirical part, a discourse analysis is performed for their examination and application on a research sample, which consists of texts from the time of the given matches between the Czech and Slovak national teams. As an assistant method, a quantitative content analysis has been chosen to provide answers to questions concerning the number and location of articles in each country's newspapers. The results of the analysis proved that Czech and Slovak printed daily newspapers frequently reveal expressions of patriotism and fanfare in the period under review, distinctively using the first person of the plural "we" or a tendency...

The aim of the diploma thesis What do the girls want? The reflection of their world in the magazines Super Dívka and BravoGirl! is to analyze the representation of lifestyle in the magazines for girls and the evolution of this representation within fifteen years. For the needs of this work, the individual theoretical concepts have been discussed, in order to better understand the problematics of media representation of reality. We defined notions such as social and media construction of reality, theory of representation, gender, stereotypes, myths and ideology. Other chapters are dedicated to the notion of lifestyle from its sociological and media perspective, to the girls' magazines themselves and to their up to now researches. These researches are concerned especially with the problematics of consolidation of gender stereotypes in the society through proposed patterns of behaviour and creation of norms of femininity. At the same time, they consider the magazines to be the holders of ideology in consumer and patriarchal society. For the needs of this thesis, the mixed analytical method has been used. The content analysis quantitatively classifies thematic agenda of magazines and semiotic analysis follows denotative and connotative level of signs and their meanings for the representation of...