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Development of cosmetic advertising in lifestyle magazines from the perspective of diversity
Bäumeltová, Klára ; Reifová, Irena (advisor) ; Miessler, Jan (referee)
The concept of diversity has been a topic of discussion for several years, especially in connection with beauty. More brands are trying to show the widest and most diverse people in their communication and advertising who could identify with their philosophy. Not only the visual side of media content changes, but also verbal communication, which is aimed at the widest possible audience. The aim of the thesis is to find out how diverse advertising content associated with beauty appears in traditional print media, specifically in the lifestyle magazines Harper's Bazaar and Žena a život. Based on multimodal analysis, this qualitative research offers an insight into the development of diversity in cosmetic advertising between years 1994 and 2019. The first part of the diploma thesis is dedicated to theoretical basis of social and media construction of reality, beauty representation in the media and diversity issues. The next part focuses on the interpretation of the methodology of research, followed by the presentation of results of the conducted analysis and their summary. The analysis also reveals key topics that appear in the advertising content of both of these periodicals. The results show that although some shifts in diversity are evident, the print media still show a rather traditional and...
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The confident woman media construction in the czech version of Harper's Bazaar
Voplakalová, Šárka ; Šoltys, Otakar (advisor) ; Vochocová, Lenka (referee)
This thesis deals with the construction of ideal female reader inscribed on the Czech edition of the magazine Harper's Bazaar. The theoretical part handles the important findings in the field of semiotics. The semiotic analysis itself is the crucial part of my work. Within the wide angle of field of semiotic processes character and its function, mentions the various concepts and theories that are linked to this issue. Chapter which binds to the functioning of the secondary semiotic system, in other words, the myth is based on the work Mythologies by Roland Barthes. Mythological analysis is crucial for the practical part. The theoretical framework also deals with studies on "inscribed" readers from Colin Sparks and Michelle Campbell that was one of the main motivations for creating this text. It analyzes important aspects of the theory of coding and decoding Stuart Hall. Last but not least, refers to the sociology of knowledge through the work of Social Construction of Reality from a pair of authors Peter L. Berger and Thomas Luckmann. Practical part includes mythological analysis of the individual sections in selected publications between years 2002 and 2014. Also it doesn't focus only on the text itself, but also on the selected accompanying visuals. It deals with the Czech myths and legends. It...
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Image of Singles in Magazine Harper's Bazaar and in Magazine Maxim
Matoušková, Lucie ; Kubišová, Zuzana (advisor) ; Havlík, Radomír (referee)
Během 90. let se v české společnosti začala konstituovat nová společenská vrstva singles, která upouští od tradičních hodnot týkajících se vstupu do manželství a založení rodiny a rozhodla se žít o samotě. Právě singles se stali předmětem mé diplomové práce, kterou jsem rozdělila na část teoretickou a část praktickou. V teoretické části své práce jsem se pokusila vystihnout základní problematiku singles, svou pozornost jsem zaměřila nejen na charakteristiku, ale i na různé typologie singles, jejich partnerské vztahy, zmínila jsem také historické okolnosti, které ovlivnily vznik této skupiny lidí. V teoretické části jsem se také věnovala otázce sňatečnosti a reprodukce, pokusila jsem se pomocí literatury zjistit, jaký názor a jaký postoj k této problematice zaujímají současní mladí lidé a také jakou vizi o své budoucnosti mají. Vzhledem k tomu, že obraz singles není dosud ucelený, rozhodla jsem se v praktické části své práce zjistit, jaký obraz o životě singles poskytují média. Jako média jsem zvolila dva typy periodik, a to časopis Maxim, který je primárně určen pro muže a časopis Harper's Bazaar, který je určen především pro ženy. Tato periodika jsem sledovala v první polovině roku 2010, kdy jsem nashromáždila určitý korpus textů, které jsem pak podrobila analýze. Jako metodu práce jsem zvolila...
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Stereotypes in Fashion Photography in Women's magazines
Zítková, Radka ; Lábová, Alena (advisor) ; Turek, Pavel (referee)
Bachelor thesis "Stereotypes in Fashion Photography in Women's magazines deals with the question of using stereotypes in media. The theoretical part of the work is concentrated on the two main issues connected with thesis topic - on fashion photography and stereotype. Both issues are right in the beginning defined and the scientific literature, which has been published so far, is mentioned. The Analysis of stereotypes in fashion photography follows. The samples are Czech versions of world's leading magazines Elle and Harper's Bazaar. As women's magazines Bakalářská práce Stereotypy v módní fotografii v ženských časopisech focused mainly on the topics such as fashion, beauty and slender figure, they provide a sufficient amount of fashion photographs. The entire magazines are then analyzed one by one as they were published in the last ended year - year 2007. Visual analysis of each issue contains official information such as the amount of pages, photographs and fashion photographs. The next part of analysis is concentrated on the content of picture. I describe all the stereotypes I found in every single issue of magazine. As I close the concrete magazine I sum up the stereotypes in fashion photography, which were uncovered through its issues of the year 2007. In the end of the work I compare both...
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The confident woman media construction in the czech version of Harper's Bazaar
Voplakalová, Šárka ; Šoltys, Otakar (advisor) ; Vochocová, Lenka (referee)
This thesis deals with the construction of ideal female reader inscribed on the Czech edition of the magazine Harper's Bazaar. The theoretical part handles the important findings in the field of semiotics. The semiotic analysis itself is the crucial part of my work. Within the wide angle of field of semiotic processes character and its function, mentions the various concepts and theories that are linked to this issue. Chapter which binds to the functioning of the secondary semiotic system, in other words, the myth is based on the work Mythologies by Roland Barthes. Mythological analysis is crucial for the practical part. The theoretical framework also deals with studies on "inscribed" readers from Colin Sparks and Michelle Campbell that was one of the main motivations for creating this text. It analyzes important aspects of the theory of coding and decoding Stuart Hall. Last but not least, refers to the sociology of knowledge through the work of Social Construction of Reality from a pair of authors Peter L. Berger and Thomas Luckmann. Practical part includes mythological analysis of the individual sections in selected publications between years 2002 and 2014. Also it doesn't focus only on the text itself, but also on the selected accompanying visuals. It deals with the Czech myths and legends. It...
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Image of Singles in Magazine Harper's Bazaar and in Magazine Maxim
Matoušková, Lucie ; Kubišová, Zuzana (advisor) ; Havlík, Radomír (referee)
Během 90. let se v české společnosti začala konstituovat nová společenská vrstva singles, která upouští od tradičních hodnot týkajících se vstupu do manželství a založení rodiny a rozhodla se žít o samotě. Právě singles se stali předmětem mé diplomové práce, kterou jsem rozdělila na část teoretickou a část praktickou. V teoretické části své práce jsem se pokusila vystihnout základní problematiku singles, svou pozornost jsem zaměřila nejen na charakteristiku, ale i na různé typologie singles, jejich partnerské vztahy, zmínila jsem také historické okolnosti, které ovlivnily vznik této skupiny lidí. V teoretické části jsem se také věnovala otázce sňatečnosti a reprodukce, pokusila jsem se pomocí literatury zjistit, jaký názor a jaký postoj k této problematice zaujímají současní mladí lidé a také jakou vizi o své budoucnosti mají. Vzhledem k tomu, že obraz singles není dosud ucelený, rozhodla jsem se v praktické části své práce zjistit, jaký obraz o životě singles poskytují média. Jako média jsem zvolila dva typy periodik, a to časopis Maxim, který je primárně určen pro muže a časopis Harper's Bazaar, který je určen především pro ženy. Tato periodika jsem sledovala v první polovině roku 2010, kdy jsem nashromáždila určitý korpus textů, které jsem pak podrobila analýze. Jako metodu práce jsem zvolila...
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