| Popis: |
The bachelor thesis deals with advertising representation of happiness in the context of consumer society theory. The aim of this work is to find out what possibilities of interpretation of happiness are in connection with consumer products, which mediate advertisements to their viewers. TV and online advertisements related to the environment of the Czech Republic are examined. The first part of the thesis deals with theoretical basis for themes of consumer society, advertising and happiness. Consumer society is conceptualized as hedonically oriented and established in the materialistic concept of the world. Advertising is seen as the main ideological tool of consumer society that is used to transform values. The happiness is seen from both perspectives, the hedonic and eudaimonic. Due to the abstract nature of happiness, constitutive elements of happiness are derived from expert discourse and serve as a conceptual framework and a default category for analysis. The default categories are social relationships, productive activity and health. The qualitative based empirical part subsequently processed the representation in advertising. The sample consists of 24 ads. The qualitative content analysis method is used for work with data. In the analysis, the central motives are identified for each default... |
