Protikladné koncepty maskulinity v komunikácii značiek Fernet Stock a AXE a ich reflexia rôznymi generáciami mužov

• Main Author: Ružičková, Judita
• Other Authors: Krobová, Tereza, Klabíková Rábová, Tereza
• Format: Bachelor Thesis
• Language: Slovak
• Published: Univerzita Karlova, Fakulta sociálních věd 2019
• Subjects: maskulinita; hegemónna maskulinita; reklama cieliaca na mužov; kríza maskulinity; pološtruktúrované rozhovory; Fernet Stock; AXE; masculinity; hegemonic masculinity; advertising targeted at men; masculinity crisis; semi-structured interviews; Malo; sami
• Online Access: https://hdl.handle.net/20.500.11956/110415

This bachelor's thesis focuses on different representations of masculinity in marketing communication targeting men. Cases presented are those of Fernet Stock and AXE brands, whose communications portray masculinity in starkly contrasting ways. Fernet Stock urges middle-aged men to resist socie...