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Mužská a ženská identita v súčasnej spoločnosti so zameraním na reklamu / The male and female identity in contemporary society with focus on advertising

This thesis deals with male and female identity in contemporary society, with narrower focus on its presentation in television commercials. The aim of the work is the realization of content analysis, aiming at depicting the characters of men and women in television commercials. Theoretical part of the thesis consists of four chapters. The first chapter describes the general theoretical basis of this thesis. The second and third chapter deals with the specifics of male and female identity. The fourth chapter describes the research method of content analysis and presents the objectives and research hypotheses. The analytical part of the work examines the representation of men and women in television commercials at two levels - at the level of main characters, and at the level of commercials. The final part of the analytical part interprets the research results of analysis.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:262151
Date January 2015
CreatorsMolnárová, Katarína
ContributorsHubinková, Zuzana, Kašparová, Eva
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageSlovak
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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