Gender differences in perceiving advertising (selected issues)

This diploma thesis deals with the gender differences that arise when perceiving advertising, specifically advertising with sexual content. First, I take a look at the history of this type of advertising in the USA and in the Czech Republic. I also describe current studies that focus on the effectiveness of advertising with sexual content, as well as the scale of those types of advertisements and the experience levels of the advertising agencies involved. I then present several visual examples to illustrate the significance of specific advertisements. I also comment on several principles of gender marketing and stereotypes in society. Lastly, I discuss a number of laws that pertain to advertisements with sexual content in both the Czech Republic and the European Union. Also presented are the results of my own research, a questionnaire-driven investigation of the influence of sexually suggestive advertising on students in the Czech Republic