Analýza genderové problematiky v oblasti televizní reklamy

Abstract

The thesis is focused to link gender issues and TV advertising, one of the most noticeable tools of the marketing communication. The main target is to give a specialized advertising agencies an idea of the gender issues in the area of TV advertising by the Czech respondents. To reach the objective the combination of two methods is used, the quantitative one (content analysis) and the qualitative one (individual deep interview). Within the individual deep interview is asked 28 respondents by the quota selection. We are finding out the general view at the aspects of the gender issues in the TV advertising area, so the specific focus on the commercial spots the Coca-Cola brand during the period between January 2015 and January 2016. Carried out of the marketing research shows us that however the asked respondents do feel mostly negative or neutral to TV commercials, most of them admits that they are affected by the TV commercials. The respondents recognize the usage of the gender stereotypes in the TV commercials and due to the results of the research these stereotypes in commercial communication they do prefer.For the possible generalization of the results of the marketing research, we can recommend to the agencies qualify executed methodological framework of the thesis.