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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 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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How mothers and daughters perceive and use fashion themes in lifestyle magazines for women
Šimíková, Nikola ; Reifová, Irena (advisor) ; Šmejkalová, Jiřina (referee) ; Bednařík, Petr (referee)
The thesis How mothers and daughters perceive and use fashion themes in lifestyle magazines for women is aimed at generational differences when it comes to perception of media content. Specifically, it examines differences in perception of fashion phenomenon presented in lifestyle magazines for women (e.g.: ELLE and Cosmopolitan) by mothers and their daughters. Today, not only individuals, but also family relations are influenced by new media, new technologies, and new forms of media content, therefore I focused on differences in consumption of those lifestyle magazine between two generations of women within a family. The thesis first introduces some theories on social construction of reality; how fashion is presented in magazines; how women as readers perceive fashion and how this influences readers' identities as a result of magazines' consumption, and how advertising is perceived by readers. Theoretical knowledge is then researched. Qualitative research was conducted on ten pairs of respondents (mother - daughter) in the form of interviews. The results show that lifestyle magazines do not serve as a main source of information about fashion anymore. Many young women are more likely to search for information related to fashion on the Internet today. Mothers and daughters do not happen to read and...
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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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Comparative study of a presentation of women's beauty in lifestyle magazines for men and women:
Nunvářová, Petra ; Trampota, Tomáš (advisor) ; Baslarová, Iva (referee)
The diploma thesis Comparative study of a presentation of women's beauty in lifestyle magazines for men and women suggests the hypothesis that the image of women's beauty is modified according to the target group of the media. As to support or falsify the thought, there are analysed chosen photographs of women in four Czech lifestyle magazines, specifically in ELLE, ForMen, Cosmopolitan and Esquire. Chosen method of semiotic analysis and description helps define the differences between image of women's beauty in the pictures. In order to interpret the pictures in broader context, the first half of work deals with the development of aesthetic theories and various scientific views of beauty as well as theories about presumed media influence. The results of the analysis are interpreted and explained on the grounds the theoretical base. Besides the evaluation of the primary hypotheses there are also noted other theoretical findings. The document is closed by comments of authoress on the issue based on already written theories.
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The concept of fatherhood in the women's lifestyle magazines for different target groups defined by the level of women's income
Lukáš, Vojtěch ; Vochocová, Lenka (advisor) ; Bednařík, Petr (referee)
The thesis is focused on the role of fathers represented in different lifestyle magazines for women. There were selected two kinds of magazine brands for women from different social-economic groups. The representative magazines from higher social-economic groups were chosen Elle, Harper's Bazaar, Cosmopolitan and Marianne. The representative magazines for women from lower social-economic groups were chosen Vlasta, Chvilka pro tebe, Žena a život and Překvapení. There were found only articles which show man as father, including description, in all selected magazines. The terms were generated according to the method of open coding from each article. Then they were merged into superior categories. The final categories served as a tool for describing representation of father, as he had been described in the individual magazines. From individual magazines we moved to the whole groups of magazines, which were designed for the same social-economic groups of women. Differences and similarities in the representations of fathers were found not only between the groups but also inside of the groups themselves. Nevertheless, our work has successfully shown that there were significant differences in the descriptions of the father in the magazines for different social-economic groups of women.
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