This thesis is focused on gender stereotypes commonly displayed in television commercials. It examines, in what typical ways are male and female roles presented and to what kind of commercials is usually assigned to. Whole thesis is divided in two parts. First, theoretical part, explains basic terminology and discusses gender aspects present in media and advertisment. Second, practical part is composed of two main experimental methods. First one, quantitative content analysis is focused on gender stereotypes in 160 television commercials. Second one, consists of evaluation of 60 questionnaires also focused on gender stereotypes.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:77891 |
| Date | January 2010 |
| Creators | Szilágyi, Tomáš |
| Contributors | Koudelka, Jan, Stříteský, Václav |
| 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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