Stereotypy prodávají: analýza stereotypů v reklamě

The aim of the bachelor thesis is the analysis of advertisements, in which gender stereotypes are occuring. Semitics, especially denotation and connotation, are used for qualitative analysis. Another method of analysis is the discovery of linguistic message. The last part of the analysis lies in the revelation of gender, using the knowledge learned from the theoretical part, primarily from the gender stereotypes studies, according to Goffmann, who had divided the male and female roles into six groups. For each ad survey, it will be specified, for whom the product is intended and what market segments does the advert concentrate on. The output of the analysis is the occurence of gender stereotypes in the advertisements from various industries. The weaker position is almost always held by the woman,who is either subordinated to the man, performs stereotyped female work or is even insulted.