The topic of the presented thesis is: The Body Image of Women from the Marketing Point of View. The main aim is to find out and evaluate the women's attitude to the body image; how do they perceive the women's presence in TV commercials and compare it with real women's image in these commercials. Subsequently there is a description of some special trends which relate to this sphere in the assistance of an advice arising from the survey. The thesis is divided into four main chapters; the first chapter includes an outline of the current conditions of handled topic, which is purveying the basis for the practical part. The second chapter includes the methodology of the thesis in which we are describing the used methods of work. The special attention is given to the questionnaire survey and the content analysis. The two last chapters are dealing with the survey results. In the third chapter there is worked marketing survey of the women's body image acceptance and its evaluation which was given at the beginning of this questionnaire. The last chapter is dealing with the women's presence in the TV commercials. This analysis was worked out on the basis of already mentioned content analysis. In the end of this last chapter there are mentioned the marketing suggestions which are arising from the findings of questionnaire, from the content analysis and from the enriched information of the MML-TGI data. The conclusion of the thesis includes the complex picture of gained results formulated in main points and the marketing advice.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162662 |
| Date | January 2012 |
| Creators | Kocková, Monika |
| Contributors | Koudelka, Jan, Pešek, Ondřej |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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