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Forms of Aesthetic Surpery Subjects Advertising in the Years 2011-2012
Brezík, František ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
Bachelor thesis "Forms of Aesthetic Surgery Subjects Advertising in the Years 2011-2012" focuses on the contemporary field of aesthetic surgery. There is initially introduced the discourse of aesthetic surgery out of the medical practice. This part provides general information about the product and the target group. The important fact is the key role of influence aimed at women. The first chapter presented the commercial discourse of aesthetic surgery, which depends on the possibility of entry into the public space. The second chapter analyses the main themes in the advertisement, that determine its shape. The final chapter dealt with the interpretation of the initial conditions in a broader context. The image of beautiful women in advertising acts as a pattern that raises the fear of old age. Aesthetic surgery also has a significant influence on the perception of the body. The body as an entity and object is an essential part of this sector and allows you to carry out the services offered. This puts the body into position of the material. The last part brings interdisciplinary interpretation of the body (Merlau-Ponty) and the technology (Heidegger). The important aspect is question of ethics.
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Forms of Aesthetic Surpery Subjects Advertising in the Years 2011-2012
Brezík, František ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
Bachelor thesis "Forms of Aesthetic Surgery Subjects Advertising in the Years 2011-2012" focuses on the contemporary field of aesthetic surgery. There is initially introduced the discourse of aesthetic surgery out of the medical practice. This part provides general information about the product and the target group. The important fact is the key role of influence aimed at women. The first chapter presented the commercial discourse of aesthetic surgery, which depends on the possibility of entry into the public space. The second chapter analyses the main themes in the advertisement, that determine its shape. The final chapter dealt with the interpretation of the initial conditions in a broader context. The image of beautiful women in advertising acts as a pattern that raises the fear of old age. Aesthetic surgery also has a significant influence on the perception of the body. The body as an entity and object is an essential part of this sector and allows you to carry out the services offered. This puts the body into position of the material. The last part brings interdisciplinary interpretation of the body (Merlau-Ponty) and the technology (Heidegger). The important aspect is question of ethics.
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Plastic beauty - the body within the frame of aesthetic surgery
Koktová, Eva ; Ezzeddine, Petra (advisor) ; Šlesingerová, Eva (referee)
In Czech Republic, aesthetic plastic surgery experiences a boom. By offering body modification it also contributes to a change in perception of the body and physicality of a contemporary man in a certain way. In this dissertation I have attempted to view aesthetic plastic surgery as an institution to which three different paths lead - the path of a client, the path of a physician and the path of promotion. I have approached the topic through the interviews with people who have personal experience with aesthetic surgery. Foremost I was interested in what their individual experience with the body was, what brought them to the decision to have their body surgically modified and what was the role of contemporary culture which ceaselessly produces idealized images of a human body in this decision. To my research I have added interviews with physicians who practice at clinics of aesthetic medicine together with managers of these clinics who take care of the promotion. Through their bodies people express their personality, they strive to reach an ideal harmony and even a minor modification of appearance may significantly help them to achieve this. The body has become a project and plastic surgery a tool how to win control over it - despite the signs of aging, maternity and congenital defects.
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Marketing applications in aesthetic medicine
Záhumenská, Jana ; Procházková, Markéta (advisor) ; Gluck, Miroslav (referee)
The aim of the thesis is to find out how marketing tools are applied in a specific area such as aesthetic medicine. In the first part, marketing mix and its four basic components are theoretically described with differences between product and service marketing being pointed out. The practical part deals with the marketing mix of a concrete clinic of aesthetic medicine and plastic surgery.
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