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The genre expectation from an advertising photography in magazines from 1970 up to the present
Kubíčková, Lucie ; Fišerová, Michaela (advisor) ; Řehořová, Irena (referee)
1 Abstract This master's thesis deals with a genre expectation from an advertising photography in magazines from 1970 up to the present. The intent of a theoretical part of the master's thesis is to characterize the advertising photography and compare it with other photographic genres such as journalistic, documentary or artistic photography, because each of those genres is characterized by different modes and so, each carries considerably diverse expectations. And thus, an attention is paid especially to a photography composition within the scope of those individual genres. However, in connection with the comparison of the advertising and journalistic photography, I also focus on regulations, which limit these genres. Further, the aim of this thesis is to map the limits of the genre of the advertising photography and depict, with the use of the particular examples, what stereotypes, prejudices and standards are used in the creation of the advertising photographs and how it ends up, when they are broken. Nevertheless, in the theoretical part I also deal with it, what does it mean a term illustrative photography and where this term is used. The practical part of the master's thesis makes it the goal to clarify, thanks to a research method of a qualitative analysis, what female readers of the lifestyle...
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Myths and stereotypes in advertising photography
Bušková, Helena ; Lábová, Alena (advisor) ; Turek, Pavel (referee)
The bachelor thesis Myths and stereotypes in advertising photography (Týden and Elle magazines) focuses on meanings carried by advertising photographs and on ways used to connect these meanings with products. The aim of the thesis is to find out, how these images show stereotypes and myths shared in society. The theoretical part of the thesis concerns first of all the theory of representation and theory of signs in semiology. It focuses especially on how these signs work in advertising photography and how the meaning is transferred between displayed objects. Furthermore, it introduces the theory of myth in the work of Roland Barthes and possible involvement of ideology and stereotypes in advertising photography. The analytical part examines advertising photographs in Týden and Elle magazines, using the semiological method. The aim of the analysis is to find out, how the concepts and ideas in advertising photography differ between a serious and a lifestyle magazine. It points out the main stereotypes and myths, that appear in the photographs, with an emphasis on gender stereotypes, which prevail there. The analysis focuses on the ways men and women are pictured in terms of activity and passivity, a role in life, expected characteristics and profession. In conclusion, the thesis compares the two...
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