Body image v marketingu

Bachelor thesis Slovak RESTRICTED
Michelík, Martin (2014)
  • Publisher: Vysoká škola ekonomická v Praze
  • Subject: Body image; self esteem; sebepojetí; social networks; sociální íte

Today's era depicts life of consumer society with the growing battle for customers. Every single person in this world wants to have a solid life and look pretty. Advertisements, which display handsome and slender people are all around us and they influence our consumer behavior. We tend to equilibrate these ideals by buying the most diverse products and even attempt to achieve the alleged feeling of happiness. This thesis is focused on Body image in which explains individual consumer behavior, its social and cultural predispositions and the type of beauty ideal portrayed and prefered by men and by women. It also explains self esteem, its image in the past and its influence regarding to media and advertisements. The aim of this work is to determine the most frequent elements of respondent's Body image, by using my research. And as a result define the most often presented ideal body image. I also analyze the effects of social networks on Body image of younger generation and to what extent it changes their normal habits.
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