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Use of lingustic ambiguity in sexist advertising demonstrated on works from the competition Sexistické prasátečko
Nápravníková Kořanová, Johana ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
This bachelor thesis deals with double entendre in sexist advertising. Sexist advertising uses many vehicles of expression and linguistic phenomena but double entendre seems to be one of the most favourite ones. This thesis aims to analyze the vehicles of expression (both textual and visual) that lead to and permit perceiving the sexual meanings in sexist adverts. The introduction part discusses the theory of the vehicles of expression, deals with intertextuality and pragmatic aspects of adverts. The second part focuses on sexism, the nature of sexual information present in adverts, perception and effectiveness of those information. It also outlines the most frequent vehicles of expression in sexist ads and its ethics. The author then defines in details two vehicles - contextualization of text and image and double entendre. We take semiotic and semantic approach to them. The last section applies all the theoretical findings on particular adverts from the competition Sexistické prasátečko (The sexist little pig).
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African-American Women Leaders after 1950s
Rybková, Veronika ; Robbins, David Lee (advisor) ; Ulmanová, Hana (referee)
Thesis abstract The thesis attempts truthfully to illustrate a situation of black female leaders active in the United States of the second half of the twentieth century. In order to cover this period, four black women activists will be focused on as representatives of two different generations. On the one hand, Ella Baker and Fannie Lou Hamer will stand for the older generation because their activist careers culminated in the 1960s. On the other hand, Angela Davis and bell hooks will represent the subsequent decades as it was at that time when their careers matured. A comparison of the two generations will reveal considerable similarities in the four women's perspective on the nature of the struggle against white supremacy. It is necessary to bear in mind that this perspective was to a great extent influenced by a special kind of oppression the women faced as members of a marginalized group, that is, of the black community. Firstly, a detailed examination of the women's childhood and youth will show that it was already at that time when the four black women realized the presence of racism in their lives. Moreover, the focus on their background also introduces similar motives of the four women's decision to become active participants in the black community's struggle. Secondly, after the description of the...
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Woman as an opponent: manifestations of sexism in magazine Maxim
Viktorinová, Lucie ; Havelková, Hana (advisor) ; Kepplová, Zuzana (referee)
The central question of this diploma thesis is, whether sexisms is a commonplace phenomenon of our society, how does this phenomenon appears in our public discourse of present-day society and how can we identify it. The diploma thesis searches the answers for this question mainly in theories of radical feminism, which are part of the second feministic wave, in present theories concerning sexism and patriarchy, in present theories about mens` lifestyle magazines and in an empirical research. Radical feminism` theories specify the manifestations of sexism. The current theories unfold the strategies through which is sexism ventilated. The empirical research then includes an analysis of Czech lifestyle magazine for men Maxim, specifically the analysis of 23 articles selected from one complete volume of this magazine, specifically 2012. The method of coding according to Strauss and Corbin was chosen as the key method. Based on the scope of this method (the selective coding part) the central category was identified and named as Women as an opponent. Its characterization and dimensional scales (in form of variable strategies) were defined as well. Key words Sexism, gender, gender order, discourse, patriarchy, mens` lifestyle magazines, Maxim, irony, axial and selective coding.
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Gender-neutral and gender-marked language
Zahradníková, Šárka ; Šaldová, Pavlína (advisor) ; Tichý, Ondřej (referee)
The present thesis deals with the issue of gender-neutral language. The initial part centres around the origin and development of this issue, which has caused a series of language changes in lexis and grammar. An object of long-term criticism is the natural inclination of the English language towards the default use of the masculine gender, which is reflected especially in areas such as traditional occupations, proverbs and collocations. The theoretical part also focuses on the classification and detailed description of grammatical and lexical means of expressing gender and explains the key terms. The practical part is carried out on the basis of the data from the corpus COCA, in which the distribution of premodifying gender markers with specific dual gender nouns was examined. The project primarily maps these linguistic means in contemporary American English.
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The Semiosis of sexist commercials and the public discourse (the contest The Sexist Little Pig
Christovová, Tereza ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis "The Semiosis of sexist commercials and the public discourse (the contest The Sexist Little Pig)" deals with the contemporary form of Czech sexist advertisements and reactions that such advertisements generate. The majority of sexist advertisements work, to the objection of various feminist movements, with simplified and distorted images of women. Their critisism is mostly aimed at those advertisements that depict women in a stereotyped way. According to them, those advertisements may cause or evoke a sense of shame or humiliation, insult human dignity or even provoke violence against women. The independent socio-ecological movement NESEHNUTÍ is one of those who grapple with sexist advertising and the problems associated with it. It has already organized two rounds of the annual competition "The Sexist Little Pig" for the most sexist advertising in the Czech Republic. This thesis aims to explore selected advertisements that have been submitted to the competition by the Czech public and detects concrete sexist distortions in them that exploit both women and men. The thesis is divided into two parts. The first part deals with theoretical resources, such as theories of gender, sexism and stereotyping, as well as with the regulation of advertising in the Czech Republic. The second...
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Masculine Identity in Chuck Palahniuk's Early Novels
Ondrášek, Jakub ; Ženíšek, Jakub (advisor) ; Chalupský, Petr (referee)
This MA thesis deals with the masculine identity of the three main male characters of Chuck Palahniuk's early novels Fight Club, Survivor and Choke. It consists of two parts. The first theoretical part briefly explores anthropological and sociological notions of masculinity, with the focus on the manhood in the contemporary USA. As such it serves as the theoretical basis for the second part of literary interpretation. There the masculine identity of the three main characters is discussed. As all the three characters experience the same development of masculine identity, the interpretation advances along this progress. Its stages are identity crisis, turning to the traditional male strategies, rejecting those strategies and searching the basis of one's identity in a personal relationship.
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The applicability of marketing trends and its exemplification on the phenomenon of twerk
Hellebrandová, Kateřina ; Riedlbauch, Václav (advisor) ; Janeček, Václav (referee)
The theoretical part of this thesis describes marketing in the field of culture, particularly dance, and it defines today's Internet world. It focuses on the tools and the most important aspects of current marketing practices. It also defines the dance 'twerk' examining its history, present and also the reasons why it became an international sensation. The practical part is then devoted to a detailed analysis of three subjects - dancer Aneta Antošová, STAGE Prague dance studio and Ballet of the National Theatre Brno. By a comparison of quantitative data of the 'before and after twerk marketing' period the thesis is trying to evaluate the applicability and success of this marketing decision. Qualitative expert interviews with big names of Czech dance and marketing fields are accompanying the analysis.
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