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Marketingový význam body image / Marketing importance of body image

Body image is undoubtedly important in everyone's life. The main objective of this thesis is to find its importance for marketing. To achieve this goal, it was necessary to find out the society's opinions on the issue of beauty and body image, how do media picture human body and if there exists a difference between these two things. The first part of this theses consists of the historical development of the beauty ideal. It is followed by segmentation of Czech population, based on the data from the project MML-TGI, survey focused on beauty preferences and content analysis of lifestyle magazines. The findings support among other things the importance of beauty to most people, media's focus on extreme thinness for females and disparity between the presented ideal and people's preferences. The results lead to one conclusion: the importance of body image for marketing exists and is significant.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:197826
Date January 2013
CreatorsHejtmánek, David
ContributorsKoudelka, Jan, Pešek, Ondřej
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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