|
|
Sexist Portrayal of Women in Advertisement in Men's Lifestyle Magazines
Štochlová, Anežka ; Fousek Krobová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis is about the sexist portrayal of women in men's lifestyle magazines. The theoretical part discusses the specifics of advertising, its history, legal regulation and self- regulation, and the features of sexist advertising. Furthermore, the concepts of gender, gender stereotypes and sexism are defined. Men's lifestyle magazines Playboy and Esquire are also briefly introduced. In the analytical part, research was conducted using quantitative content analysis. Magazines from the period 2015-2020 were examined. In particular, the research explored which products are most often promoted through sexist advertisements. The results showed that the most frequent are different media contents - websites, online magazines, books, e-shops or online television.
|
guest ::
