Master thesis The Czech Women's view on representation of women in advertisement focuses on the way advertisement reproduces gender stereotypes and sexism in the society. The analysis examines the view of female audience on this matters. The role of advertisement, gender roles and gender stereotypes, sexism and feminism are introduced in the beginning of this thesis. Main traits of sexism in advertisement are described. Possible impact of stereotyped and sexist advertisement on its viewers is demonstrated by introducing results of field related analyses. Based on interviews' analysis with selected group of women it was discovered that women view the representation of women in advertisement to be heavily stereotyped. Women in advertisement are reduced to the following categories: physically attractive and carefree, homemaker, naive and dull, and last but not least sex object. Even though female responders are able to identify some negative impacts of this stereotyped representation of women on both women's and men's lives, their concerns are undermined by their attitude towards advetisement which they do not consider to be capable of changing public attitudes and values. Female responders are convinced that gender discrimination against women is still present in the Czech Republic and advertisement...
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:435416 |
| Date | January 2020 |
| Creators | Koláčková, Martina |
| Contributors | Vochocová, Lenka, Miessler, Jan |
| 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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