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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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Presentation of a local fashion in Czech lifestyle magazines
Bártová, Tereza ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
The Czech fashion industry is constantly in progress and has growth potential. However, it still has significant deficiencies. The thesis focuses on local fashion and its presentation in Czech lifestyle magazines. The primary quantitative research focused on examining the Czech lifestyle fashion magazine's environment and determining in what context and how often these media write about local fashion and its designers. Through the content analysis, the three fashion titles (Vogue CS, Elle, and Harper's Bazaar) were examined during the period between August 2018 and December 2020. The theoretical part of the thesis focuses on the topic introduction, where deals with fashion and fashion journalism evolution. Then, the current situation in both fields is described. The methodological part consists of a theoretical basis, literary review, and research design. Three research questions and four hypotheses were formulated within this paper. Research results suggest that Czech fashion media outputs regarding the local fashion are mostly connected with Mercedes-Benz Prague Fashion Week via online editorial articles.
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Effectivity of advertising in different types of media in perspective of young media consumers
Sloupová, Barbora ; Koudelková, Petra (advisor) ; Ortová, Nina (referee)
The presence of social media, the growing base of their users and the time they spend on them fundamentally changes the process of media consumption before the emergence of Web 2.0. Instagram is one of these social networks, whose popularity is still growing. Another of the platforms, which was primarily created to connect people with each other and make it easier for them to communicate with each other, is now, thanks to its demonstrable potential to reach many people, an advertising space that advertisers use extensively. Social media has thus expanded the offer of advertising channels used so far to address the target publication, including lifestyle magazines. Together, these two types of media are the representatives of traditional and new media which are resemble each other for its type of content they offer. They both serve as an entertaining tool for the readers. The questions that this work seeks to answer are whether young users who were born or partially grew up in the digital age are beside being Internet users on a daily bases from an early age also readers of press, in this case, specifically lifestyle magazines. Second question is how they perceive advertising in both types of these media and which of these two is more suitable for advertising placement. Even though young people...
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The Influence of Advertisers on Media Content of Lifestyle Magazines
Pouzarová, Jana ; Osvaldová, Barbora (advisor) ; Moravec, Václav (referee)
The aim of this thesis is to find out whether advertisers can influence the content of lifestyle media. The first part of this work deals with the theory of media economics, the market of printed magazines and the various influences on the media; followed by a definition of the ethical and legal framework for advertising. It also includes a description of selected media, an overview of their market position and the degree of financial dependence on advertising. Two lifestyle magazines, namely Cosmopolitan, representing women's magazines, and ForMen, as a men-oriented magazine, were selected for analysis. The second part of the thesis deals with the definition of the methodological framework and the description of the research method used, i.e. quantitative content analysis. Three different phenomena are explored using six research sub-questions, namely the ratio of advertising and editorial content, the degree of linking advertising with editorial materials (brand reciprocity), and finally the use of advertorials, their labelling and distinguishability from other content. The third section of the work elaborates on research results. The thesis concludes that while certain dependence and influences can be traced, not all possible manifestations of the relationship between publishers and advertisers...
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Periods of Time (1930-1938, 2000-2008) and Their Comparison
Žbirková, Nikola ; Cebe, Jan (advisor) ; Köpplová, Barbara (referee)
The subject of this master thesis is the comparison of the way of writing about celebrities in two time periods, namely 1930-1938 and 2000-2008. Thesis are based on two first-republic social magazines, Eva and List paní a dívek, and two magazines from the turn of the century - Cosmopolitan and Rytmus života. The first part of the thesis introduces primarily a theme of the social magazines and celebrities, it also touches the tabloid and the mass media. It also deals with the characteristics of selected social magazines. At the same time, the theoretical part explains the basic knowledge from the history of the two examined periods, which allows a better understanding of context of the periods. The second part of the master thesis is focused on own empirical research, which consists of exploratory and descriptive phase of research. It is therefore the most important part of the thesis, which brings new knowledges. The exploratory phase includes a research sample and presents article entries. The descriptive phase includes an analysis of relationships between celebrities and themes, emotions and sentiment in relevant articles. Part of this section contains research questions and answers.
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The media construction of feminity according to women's lifestyle magazines in years 2006 and 2016
Kučerová, Lucie ; Vochocová, Lenka (advisor) ; Reifová, Irena (referee)
The master thesis The media construction of feminity according to women's lifestyle magazines in years 2006 and 2016 is concerned with values, that women's lifestyle magazines present to women. These values concern with topics such relationships, sexuality, face, health and succees in career. The thesis will examine, in which roles women appear in these magazines. The aim of the thesis is to present a picture of an ideal woman, as the women's lifestyle magazines construct it. The theoretical part is devided into five chapters. The first chapter is focused on historical development of magazine publishing in Czech Republic since 1989. The second chapter describes development of trends in the media content in the last decade. The third part deals with the media and lifestyle magazines ownership. The fourth part introduces a general content of women's lifestyle magazines. The last chapter is focused on the role of women and women's lifestyle magazines in the current society. It discusses e. g. the term "double burden". The analytical part combines qualitative and quantitative content research and its main objective is to describe, how the term feminity and the women values (relationships, sexuality, face, health and career) change in women's lifestyle magazines between years 2006 and 2016. The chosen...
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The Imagine of Cohabitation, Marriage and Parenthood in Women's and Men's Lifestyle Magazines
Mixová, Kristýna ; Tuček, Milan (advisor) ; Kandert, Josef (referee)
Diplomová práce Bc. Kristýna Mixová Abstract The topic of this diploma thesis is the image of cohabitation, marriage and parenthood in lifestyle magazines. Theoretical sources of the text are ideas of Zygmunt Bauman - love as a consumer product or love forever, and the ideas of Gilles Lipovetsky about postmoral society without duty. Methodology for this diploma thesis was the qualitative content analysis of 12 issues of the most read czech men's lifestyle magazine Maxim and 12 issues of the most read czech women's lifestyle magazine Joy. Both published in 2012. In both lifestyle magazines love is presented as a consumer product, but in women's magazines exists an image of love forever as well. Duty is shown in negative view. Instead of duty, taking care about others is presented. Wedding is decribed like a normal event expected in a human life. Parenthood in men's lifestyle magazines is connected with self-denial, in women's lifestyle magazines as a self-fulfilment connected with self- denial.
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The Imagine of Cohabitation, Marriage and Parenthood in Women's and Men's Lifestyle Magazines
Mixová, Kristýna ; Tuček, Milan (advisor) ; Kandert, Josef (referee)
Diplomová práce Kristýna Mixová Abstract The topic of this diploma thesis is the image of cohabitation, marriage and parenthood in lifestyle magazines. Theoretical sources of the text are ideas of Zygmunt Bauman - love as a consumer product or love forever, and the ideas of Gilles Lipovetsky about postmoral society without duty. Methodology for this diploma thesis was the qualitative content analysis of 12 issues of the most read czech men's lifestyle magazine Maxim and 12 issues of the most read czech women's lifestyle magazine Joy. Both published in 2012. In both lifestyle magazines love is presented as a consumer product, but in women's magazines exists an image of love forever as well. Duty is shown in negative view. Instead of duty, taking care about others is presented. Wedding is decribed like a normal event expected in a human life. Parenthood in men's lifestyle magazines is connected with self-denial, in women's lifestyle magazines as a self-fulfilment connected with self- denial. The last part of the diploma thesis updates the finding of Paulína Tabery from 2007.
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Presentation of singles in women lifestyle magazines (2002 - 2012)
Oratorová, Kateřina ; Křeček, Jan (advisor) ; Nováková, Petra (referee)
The bachelor thesis Presentation of singles in women's lifestyle magazines (2002 - 2012) deals with the phenomenon of singles and its presentation in selected lifestyle magazines for women in 2002 - 2012. It's divided into a theoretical and an analytical part. The theoretical part focuses on some core themes of media theory, such as the construction of media reality and media influences and effects on values and behavior patterns of the audience, and sociological perspective on the social group called singles. Separate sections are dedicated to the definition of singles and the issue of typology of singles. There is a brief outline of the historical development of the phenomenon of singles followed by a brief discussion on how this phenomenon is perceived by contemporary Czech society. The empirical part is based on a quantitative content analysis, which examines the frequency and character of articles about singles in selected magazines (Cosmopolitan, Elle, Marianne). The hypotheses are based on general principles of media production and at the same time reflect the fundamental political, economic, social and cultural events that took place during the examined period. The results of the analysis are summarized in the conclusion of the thesis.
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