Master´s Thesis Evaluation by the Opponent
Title of the Master´s Thesis:
Czech Consumers’ Perceptions of Gender Stereotypes in Advertising Author of the Master´s Thesis:
Bc. Natálie Hofmanová Goals of the Master´s Thesis:
The goal is to examine Czech consumers’ perceptions of traditional and counter-gender stereotypes in advertising.
Evaluation:
Criteria Description Max.
points Points
Content 70%
Output Quality The results of the qualitative inquiry brought some interesting insights. The analysis would benefit from a less descriptive approach, i.e. focusing more on the analytical concepts and regularities rather than describing answers to each question. That would allow to structure the findings in a way that better answers the research questions and to avoid unnecessary quantifications.
20 17
Goals The goals are specified in the introduction, where the author argues their
importance. The research question is then well grounded in the literature. 10 10 Methodology: The author deployed qualitative methodology to answer her research
questions. This is an adequate approach given the questions to be answered.
The deployed methods are well described, but more detail could have been used for describing e.g. the sample recruitment or data collection (there is no information in the text about what ads were used in the interviews and why).
20 17
Theory/
Conceptualization: The author initiates the literature review by defining key concepts she will be using to then delve into the theory of gender portrayal in advertising. The literature review is well referenced and has a good argument flow, although some parts could be better linked. Also, it is not clear why the specific case studies were included (until much later in the thesis).
20 18
Formal requirements 15% Structure: The thesis is a consistent, well-organised logical whole.
3 3
Terminology: Linguistic and terminological level is adequate. 4 4
Formalities: The thesis has adequate format, extent, includes all requirements.
4 4
Citing: Citations are adequate, no plagiarism was detected.
4 4
Deliv ery 15 % Presentation
document: Is the presentation itself structured in a clear way? Is it appealing and easy to
follow? Does it convey the message efficiently? 5
Presentation
skills: Are you conveying the message efficiently and timely? Do you use
appropriate words, speed, tone of voice, gestures, movement etc. to express
your thoughts in a clear manner? 5
Argumentation: Are you able to readily and briskly react to questions or comments? Are you able to explain unclear parts and connect comments to relevant places in your presentation or parts of particular analyses? How well are you able to defend to your ideas and recommendations?
5
100 0
Other comments:
This is quite an interesting thesis with some interesting insights regarding the perception of gender stereotyped and counter-stereotyped advertising. I especially appreciate the final model depicted in the discussion and I wish the analysis was structured more explicitly around it. That would allow to structure and tell the story in a way that is less descriptive and takes full advantage of what qualitative methods have to offer.
Questions or comments to be discussed during the thesis defence:
What are the main takaway points from you research for marketing communication?
What is the main contribution of your research to the literature?
