Original title: Obraz ženy v reklamě
Translated title: The portrayal of women in Slovak print media advertising 1992 - 2012.
Authors: Gašparová, Dominika ; Vinopal, Jiří (advisor) ; Hamplová, Dana (referee)
Document type: Master’s theses
Year: 2013
Language: slo
Abstract: [eng] [cze]
This thesis The Portrayal of women in Slovak print media advertising 1992-2012 addresses the way women are depicted in advertising in three selected Slovak magazines, at three points in time; 1992, 2002 and 2012. The work aims to discover in what direction the portrayal of women in magazine advertisements has evolved during this period when advertising occupies more and more space in the media. This work deals with gender issues and focuses mainly on the roles in which women are represented in advertising. Their passivity or activity and sexual objectification are examined through content and semiotic analysis. The dual mode of analysis will allow us to better understand the mechanisms of the depiction of women in advertising and compare the different ways women are portrayed in the media depending on the target audience. Anotácia Diplomová práca Obraz ženy v tlačenej reklame slovenských médií v období 1992-2012 sa zaoberá spôsobom zobrazovania žien v reklame troch vybraných slovenských časopisov, a to v troch časových obdobiach: v roku 1992, 2002 a 2012. Týmto spôsobom chce práca odhaliť, akým smerom sa vyvíjalo zobrazovanie žien v reklame časopisov v čase, od kedy začína reklama v médiách zaberať stále viac priestoru. Práca sa zaoberá genderovou problematikou a zameriava sa hlavne na role, aké ženy v reklame zastávajú, ich pasivitu či aktivitu a sexuálnu objektivizáciu, ktoré skúma metódou obsahovej a semiotickej analýzy. Dvojaký spôsob analýzy nám umožní lepšie pochopiť mechanizmy zobrazovania žien v reklame ako aj vzájomné porovnanie spôsobu zobrazovania žien v médiách v závislosti na cieľovej skupine.
Keywords: advertising; Gender; gender stereotypes; lifestyle magazines; portrayal of women; Gender; genderové stereotypy; obraz ženy; reklama; časopisy životného štýlu

Institution: Charles University Faculties (theses) (web)
Document availability information: Available in the Charles University Digital Repository.
Original record: http://hdl.handle.net/20.500.11956/57258

Permalink: http://www.nusl.cz/ntk/nusl-326526


The record appears in these collections:
Universities and colleges > Public universities > Charles University > Charles University Faculties (theses)
Academic theses (ETDs) > Master’s theses