Femvertising v Česku z pohledu žen generace Z a generace X

• Název práce v češtině: Femvertising v Česku z pohledu žen generace Z a generace X
• Název v anglickém jazyce: Femvertising in Czechia through the eyes of gen Z and gen X women
• Klíčová slova: femvertising, feministická reklama, generace Z, generace X, Česká republika
• Klíčová slova anglicky: Femvertising, feminist advertising, generation Z, generation X, Czech Republic
• Akademický rok vypsání: 2020/2021
• Typ práce: bakalářská práce
• Jazyk práce: čeština
• Ústav: Katedra marketingové komunikace a public relations (23-KMKPR)
• Vedoucí / školitel: Mgr. Ing. Jana Rosenfeldová, Ph.D.
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 20.09.2021
• Datum zadání: 20.09.2021
• Datum a čas obhajoby: 15.06.2022 09:00
• Místo konání obhajoby: Hollar - Smetanovo nábřeží 6,Praha 1, H011, Hollar - místn. č. 011
• Datum odevzdání elektronické podoby: 03.05.2022
• Datum proběhlé obhajoby: 15.06.2022
• Oponenti: Mgr. Anna Shavit, Ph.D.

Seznam odborné literatury

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Předběžná náplň práce

1. Úvod a cíle práce
2. Teoretická část:
a. Čtvrtá vlna feminismu a femvertising (Úvod do problematiky feminismu, femvertisingu obecně i femvertisingu v Česku)
b. Generace Z a generace X (Charakteristika obou generací, v čem se liší jejich hodnoty, životní zkušenosti apod.)
3. Metodologie
a. Určení cílů bakalářské práce a popis přístupu k výzkumné části práce. Popis metodologie a výzkumných otázek. Respondenti a sběr dat, analýza.
4. Výsledky hloubkových rozhovorů
a. Výsledky gen Z
b. Výsledky gen X
5. Diskuze
a. Srovnání pohledu obou generací, interpretace výsledků
6. Zhodnocení a závěr

Předběžná náplň práce v anglickém jazyce

1. Introduction and goals
2. Theoretical part
a. Fourth wave feminism and femvertising (Introduction to the topic of feminism, femvertising and putting both into the context of Czech Republic)
b. Generetion Z and Generation X (Characteristics of both, differences and similarities in values, experiences etc.)
3. Methodology
a. Setting goals of the bachelor thesis and describing the method for the practical part of the paper. Methodology and research questions. Respondents and the analysis of data.
4. Data taken from deep interviews
a. Data from generation Z
b. Data from generation X
5. Discussion
a. Differences and similarities in both generations, interpretation of data
6. Summary