68 14 Resumé in English This study is aimed on the image of women as it was perceived by advertising in magazines between 1917 and 1930. The focal points are lexemes: lady, mistress, housewife, a girl, ma'am, miss, household, parent, cook, mother, daughter, child. Their occurrences are statistically processed in the tables according to selected criteria, for example: whether the lexemes are developed by attribute or not. The obtained data are interpreted in the chapters which are divided according to ad focus on three sections: Decoration, Household, Family relationships. The conclusion is based on all of the data created by the image of women as perceived by contemporary advertising compared to what was required of traditional society. The conclusion of the study, including a shift in social values, is supported by a brief comparison of the results of this work, based on knowledge of the study Language image of women in advertising in the late 19th Century (Štumpf, M., RP, Charles University, 2008).
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:312817 |
| Date | January 2011 |
| Creators | Štumpf, Michal |
| Contributors | Šmejkalová, Martina, Holanová, Radka |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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