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The impact of brands on fashion and lifestyle blogs
Cirhanová, Jiřina ; Křeček, Jan (advisor) ; Vochocová, Lenka (referee)
This master thesis' main topic is fashion and lifestyle blogs and the impact of the brands and the ideal of beauty that is widely promoted in the media on them. The aim of this thesis is to find out which type of the brands can be mostly found in the blog posts with personal style of the successful bloggers and if there is a type of physical appearance that prevails among them. I am using the quantitative image analysis of Gillian Rose to test these hypotheses on photographs of bloggers. I was inspired by the work of Catherine Lutz and Jane Collins. My hypotheses are tested on photographs from three websites (Lookbook, Chictopia, Bloglovin') where bloggers are hierarchized. Bloggers are opinion leaders. This means it is advantageous for the marketing departments of brands to collaborate with them because bloggers can effectively influence their readers. Brands play an important role in life of people that believe brands can non-verbally tell the character of the brand consumer. In these days the Eurocentric ideal of beauty and the ideal of thin bodies are forced especially on women by media. The thinness is in the advertisements connected with attractiveness and successfulness, which is transferred also in the real life of people. The conclusion of this thesis indicates that there are most often...
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The influence of media on body image with emphasis on the issue of eating disordes
Říhová, Petra ; Jirák, Jan (advisor) ; Reifová, Irena (referee)
The thesis "The Influence of Media on Body Image with Emphasis on the Issue of Eating Disorders" deals with the impact of media on body perception regarding the current beauty ideal, the cult of slenderness as well as the causes of eating disorder spreading in today's world. This thesis aims to determine how media influences body image of the current society and what part it has in the origin of eating disorders. In terms of this aim, the thesis is divided into theoretical background, a part about body image, followed by the part about beauty ideal, then eating disorders and research. The theoretical part discusses the theory of social and media reality, expected media impacts on people as well as selected theories concerning the media impact on body image. The next part deals with the term body image. The third part involves discussion about the ideal of beauty and introduces three current theories about direct impact of media on body image. It also shows some examples from today's media concerning the topic. The fourth part deals with the eating disorders and their media discourse, followed by few examples of their spreading trend and also campaigns against them. The quantitative analysis aims to find out about today's population body image, the importance of appearance and connection between media...
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Negative body image and eating disorders
Švecová, Lucie ; Pešek, Ondřej (advisor) ; Holáková, Miluše (referee)
The aim of this thesis is finding out if and how much negative body image influences eating disorders. The body image is influenced by the contemporary ideal of beauty, which was historically formed. The influence of the contemporary cult of a skinny body has a biological argument, that slimmer people are healthier. Models, who are representing this ideal are often accused to be the reason of increase in frequency of present day diseases, like eating disorders. The most known eating disorders are anorexia nervosa and bulimia, but there are also other diseases which are not yet described in the International Classification of Diseases -- orthorexia, bigorexia and drunkorexia. What really causes these diseases? The essence of the practical part is, by using the interview, to find out risk factors for women and girls suffering from eating disorders, as well as satisfaction with their bodies and the impact of modelling. The conclusion presents results of a research, which shows whether or not there are biological, individual, family and sociocultural factors, which include the influence of the media as well, present in respondent's answers.
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Marketing importance of body image
Hejtmánek, David ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
Body image is undoubtedly important in everyone's life. The main objective of this thesis is to find its importance for marketing. To achieve this goal, it was necessary to find out the society's opinions on the issue of beauty and body image, how do media picture human body and if there exists a difference between these two things. The first part of this theses consists of the historical development of the beauty ideal. It is followed by segmentation of Czech population, based on the data from the project MML-TGI, survey focused on beauty preferences and content analysis of lifestyle magazines. The findings support among other things the importance of beauty to most people, media's focus on extreme thinness for females and disparity between the presented ideal and people's preferences. The results lead to one conclusion: the importance of body image for marketing exists and is significant.
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The Content Analysis of Body Image in the International Comparisons
Balatková, Táňa ; Pešek, Ondřej (advisor) ; Skokanová, Dagmar (referee)
The content of the Diploma is the introduction and analysis of body image including historical development, cultural and social impacts and the differences of men's and women's images. The marketing view of this problems and the introduction of interesting campaigns in the body image is important as well. In the next part of Diploma I compare two lifestyle magazines from two different countries -- the Czech Republic and Sweden -- with the help of comparative analysis. The aim of the analysis is to compare the meaningful differences between the body images in both countries, which will appear during the research of the magazines. Thanks to evaluation of a lot of categories the very interesting results developed. The most important of them is the fact that a wide range of multinational advertisements appeared in both magazines. In spite of it some cultural and anthropological differences were discovered.
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The mental bulimia survey
POMYJOVÁ, Daniela
The thesis has both a theoretical and a practical part. Within the theoretical part it deals with problems and the characteristics of food intake failures, especially with the perception of her/his body during maturation, pubescence, adolescence, early adulthood and middle adulthood and the impact of psychological and social factors and risk factors. It points out the possibilities of a probable occurrence of a food intake failures, the attitude of the society and parents. It deals with different attitudes to slenderness, self-esteem, eating habits of girls and how present-day girls are informed about food intake failures. The diploma thesis main aim within a practical part is the illustration of a theoretical part and the description of subjectively sensed possible causes from women who suffered from food intake failures. There are 6 casuistries described here which are subsequently summarized in the results. Possible comments and ideas are mentioned in the discussion.
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Ethical problems of the marketing communication in terms of body image
Eisenmann, Jan ; Pešek, Ondřej (advisor) ; Toth, Štefan (referee)
The thesis is focused on an issue of attainable beauty ideal and its possible negative consequences mainly on adolescent audience. It also deals with the possible ethical questions that are related to the beauty ideal with the young audience. This narrow part of the poulation was selected because of the the fact, that they are the at the biggest risk. The theoretical part describes the related experiments and also shows some examples of different approach to beauty in marketing communication. The practical part of the theses consists of two parts, questionnaire survey and an in-depth interview with the specialists in the psychology and marketing. The conclusion of the work indicates, that young people are aware of the relationship between the beauty ideal and the negative consequences, but, as the rest of the population, do not perceive this phenomenon as an ethical issue.
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Marketing importance of body image
Francová, Nikola ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
This work focuses on body image in terms of individual consumer behavior, predispositions as well as in terms of how media, which portrayed the beauty ideal, affect us. It explains the physical self, body language, image and how was seen in the history. The practical section briefly describes the first phase of research. After using the chart work summarizes the research. The most interesting results are that the beauty ideal for most respondents is not a top-model shaped woman but real woman with natural female form and appearance.
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The attitudes of Czech women towards the plastic and aesthetic surgery
Študentová, Vanda ; Karlíček, Miroslav (advisor) ; Chytková, Zuzana (referee)
This Bachelor's Thesis is focused on the attitudes of Czech women towards the plastic and aesthetic surgery and its main goal is to analyse and compare these opinions. In the theoretical part the explanation of the key terms and ideas based on the scientific literature is done. These mainly are the attitudes, beauty ideal, body image and plastic and aesthetic surgery including brief history of this field. Consequently, in the practical part the quantitave research efectuated through a standardized questionnaire is presented. Its acquired results are described and illustraded by graphs and diagrams. Finally, the general outcome of the research is more thoroughly commented on and analysed.
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Marketing importance of body image
Klingerová, Lenka ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The Bachelor Thesis concentrates on the marketing significance of body image from the consumer point of view of an individual. It defines the meaning of body image as well as its evolution throughout time. It also refers to the factors significant to self-cognition of individuals and with that closely connected display of shopping habits. It defines the basic conceptions of customer behavior, marketing communication and the theoretic elements needed to acomplish the survey located in the second part of my thesis. The goal is to uncover the perception and future impact of body image on the consumer and underpin the main and possible new trends of behavior in this area. One of the outcomes of the survey is the establishment of the fact that people prefer a healthy and vital body in comparison to one artificially created.
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