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@inproceedings{8060, author = {Roubal, Ondřej}, address = {Trnava (Slovakia)}, booktitle = {Marketing Identity 2019. Offline is the new online.}, editor = {Alena Kusá, Anna Zaušková, Zuzana Bučková}, keywords = {Beauty; physical attractiveness; erotic capital; men; success; marketing communication}, howpublished = {tištěná verze "print"}, language = {eng}, location = {Trnava (Slovakia)}, isbn = {978-80-572-0038-3}, pages = {706-717}, publisher = {Faculty of Mass Media Communication, University of SS. Cyril and Methodius}, title = {The Erotic Capital of Men from the Perspective of the Sociology of Marketing Communication}, year = {2019} }
TY - JOUR ID - 8060 AU - Roubal, Ondřej PY - 2019 TI - The Erotic Capital of Men from the Perspective of the Sociology of Marketing Communication PB - Faculty of Mass Media Communication, University of SS. Cyril and Methodius CY - Trnava (Slovakia) SN - 9788057200383 KW - Beauty KW - physical attractiveness KW - erotic capital KW - men KW - success KW - marketing communication N2 - Beauty and human attractiveness are an objective reality, not just a myth. The biological sciences, socio-biology or sociology have long since proven the existence of beauty as a factor which influences a range of circumstances in life. Recently, the theory of erotic capital, which expands and extends the concept of human capital to include a further significant dimension, has begun to develop in sociological thought. Erotic capital is a complex quality which, in addition to physical attractiveness, incorporates sexual attraction, social competence, temperament, sexuality and the ability to present oneself well. The ability of self-presentation is also associated with the ability to groom oneself and to care for one’s appearance and body. This dimension of erotic capital is fast becoming an area of interest for the male population in modern societies, which is becoming increasingly prepared to invest significant funds in self-grooming. We have endeavoured to support the hypothesis that a relationship exists between the efforts to increase one’s attractiveness and the desire for success. That which can be designated as “grooming” is becoming a growing economic branch supported by an increasingly massive marketing industry, but also an important individual life strategy for men who are motivated by an orientation towards success. It has been shown that physical beauty and attractiveness are consciously associated with the achievement of success. ER -
ROUBAL, Ondřej. The Erotic Capital of Men from the Perspective of the Sociology of Marketing Communication. In Alena Kusá, Anna Zaušková, Zuzana Bučková. \textit{Marketing Identity 2019. Offline is the new online.}. Trnava (Slovakia): Faculty of Mass Media Communication, University of SS. Cyril and Methodius. s.~706-717. ISBN~978-80-572-0038-3. 2019.
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