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Value of gender stereotypes in Marketing
 Šimíková, Kristýna ; Koudelka, Jan (advisor) ; Stříteský, Václav (referee)
This dissertation addresses the role and value of gender stereotypes in Marketing. The objective is on the one hand to chart male and female imagery in advertising and on the other to establish consumers' attitudes to this imagery, thus enabling a comparison of these outcomes. The first, theoretical part of the dissertation depicts the status of men and women in society and how advertising seeks to reflect this, and in addition describes the research methodology employed in the second, practical part. This latter part comprises a questionnaire survey and an advertising content analysis, and concludes with a comparison of the mentioned surveys.
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See also: similar author names
1 Šimíková, Karla
1 Šimíková, Kateřina
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