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National Repository of Grey Literature

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Specific market segment and the impact of the economic crisis on the spending power of representatives of that segment Khachatryan, Emmanuel ; Filipová, Alena (advisor) ; Zeman, Jiří (referee) This thesis focuses on a specific market segment in which the demand is represented by homosexuals. The first part deals with the problems of gay marketing - observes the difficulties to which the businesses have to face reaching the gay clientele; then it explores the process of the development of the Czech gay market segment and focuses on possibilities and some examples of gay-oriented promotion. The second part is addressed to the questions about the characteristics of a Czech gay customer; it observes how he differs from a heterosexual in terms of an effective demand and how he manages his money during the crisis. Detailed record

Body image and contemporary society (Research on Gay consumers in the Czech republic) Rolínek, Igor ; Koudelka, Jan (advisor) ; Shivairová, Olga (referee) The thesis focuses on body image - defines the main characteristics of this area, describes cultural influences and body image history and explains basic quantitative values (Body Mass Index, Waist Hip Ratio, Bioelectrical Impedance Analysis). Furthemore the thesis deals with media influence on body ideal formation process, especially in gay subculture. The research part explores recent situation of body image in gay subculture compared with heterosexual males. This section includes the content analysis of mainstream gay movies which compares media presentation of gays and the real situation and examines media influence on gay body image formation. Detailed record

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