Gender stereotypes and the prejudices associated with them are a frequently discussed issue in the society as well as in the academic world. Even though there is certain evidence of the changes in the media presentation of masculine and feminine roles, the stereotypical illustration of men and women still persists and the media have a significant impact on gender socialisation (Renzetti, Curran, 2003). TV advertising is a typical example of a media format presenting masculine and feminine genders unequally. This thesis examines this assumption focusing on the TV advertising of cars. I also follow-up on my bachelor thesis in which I dealt with the gender stereotypes in the TV advertising for children. In the research background and theory I concentrate on the general understanding of the biological and social views of gender, gender development and gender socialisation. I also provide a short introduction to the media as well as TV advertising theory. The methodological part explains the reasons for the usage of the selected research method and forms guidelines for the data analysis. 54 unique advertisements were analysed using quantitative content analysis which examined 24 variables associated with the three main categories: the advertising itself, the promoted car(s) and the participating...
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:321523 |
| Date | January 2013 |
| Creators | Salomonová, Markéta |
| Contributors | Trampota, Tomáš, Vochocová, Lenka |
| 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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