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Gender stereotyping of household activities in television advertisements with focus on czech commercial television stations
Abulkasim, Sarah ; Reifová, Irena (advisor) ; Řičicová, Hana (referee)
This bachelor's thesis explores gender stereotypes in the context of television commercials broadcasted by selected Czech commercial television stations. The author aims to define the conventional stereotypical roles in which men and women are portrayed in advertising spots and to evaluate the potential progress in their media representation. The theoretical part of the thesis focuses on key concepts that are necessary to understand the topic, such as gender, sex, gender identity, gender roles, and gender stereotypes. The practical part of the thesis consists of a semiotic analysis following the approach of Roland Barthes and Erving Goffman.
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Czech socialistic advertisement in the first half of 80s
Kvasnicová, Sandra ; Halada, Jan (advisor) ; Vošahlíková, Pavla (referee)
Diploma thesis "Czech Socialistic Advertising in the First Half of 1980s"deals with advertising (or propagation) industry in socialistic Czechoslovakia. The advertising of this age had different signs than commercials we know now. The commercials were quite specific, thanks to the centrally planned economy and no competitive environment. There were no classic supply - demand market, therefore the commercials and advertising itself were made to increase the product's awareness, often because of its surplus. Not to differ it from similar ones. The socialistic advertising, apart from offering products, had to educate the Czechoslovakian population to think both in state and ideological way. The main part of this work deals with ideological theories of propagation and to the process of creating such commercials. Quite a strong role played promotion companies, such as Rapid, Merkur or ČTK-Made in Publicity. Important part of the bachelor thesis is a television propagation symbolized by legendary character called Pan Vajíčko (Mister Egg).
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Czech socialistic advertisement in the first half of 80s
Kvasnicová, Sandra ; Halada, Jan (advisor) ; Vošahlíková, Pavla (referee)
Diploma thesis "Czech Socialistic Advertising in the First Half of 1980s"deals with advertising (or propagation) industry in socialistic Czechoslovakia. The advertising of this age had different signs than commercials we know now. The commercials were quite specific, thanks to the centrally planned economy and no competitive environment. There were no classic supply - demand market, therefore the commercials and advertising itself were made to increase the product's awareness, often because of its surplus. Not to differ it from similar ones. The socialistic advertising, apart from offering products, had to educate the Czechoslovakian population to think both in state and ideological way. The main part of this work deals with ideological theories of propagation and to the process of creating such commercials. Quite a strong role played promotion companies, such as Rapid, Merkur or ČTK-Made in Publicity. Important part of the bachelor thesis is a television propagation symbolized by legendary character called Pan Vajíčko (Mister Egg).
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Relationships between developmental levels of elementary
TOPINKOVÁ, Lenka
The present master?s thesis focuses on researching the influence TV commercials have on pupils of all age groups in elementary and middle schools and concerns itself with the pupils? TV watching habits. In the area of media it explores the question of media awareness education, in the area of developmental psychology it focuses on the cognitive development theory of Jean Piaget. Besides its theoretical part the thesis includes original qualitative and quantitative research. The applied part describes the results from focus groups (first and second grade pupils) and from a questionnaire study (from fourth grade in elementary school to the last grade in middle school) that was conducted in one of the public schools in České Budějovice. The questionnaire study included also group of the pupils? parents. The results of the qualitative research were evaluated in terms of gender, grade, and domicile of the respondents. The responses of the adult respondents were evaluated in terms of gender and age of their children, their educational level and their net monthly income. The results are discussed in wider context. The discussion attempts to offer an overview of advertising comprehension development among pupils of elementary and middle schools. The results indicate that the pupils are influenced by TV commercials and that their understanding of the commercials? purpose increases with their age. An important influence on the pupils and on their TV watching habits ? watching that includes exposure to TV commercials ? have especially their parents and to a lesser degree their teachers.
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