The goal of this thesis is to identify cultural standards of Norway from the Czech point of view. These standards are defined both on the basis of my own experience with this culture and thanks interviews with those who have stayed in Norway for a longer time. The cultural standards show clearly the essential differences of Norwegian and Czech culture. The thesis also includes advice and recommendations for effective communication with the Norwegians. This thesis could thus serve mainly to everyone who intends to communicate or cooperate with Norwegian business partners. The theoretical part contains the processes of social interaction and intercultural communication and also the concepts of cultural standards and dimensions.

[pt] Apesar da óbvia função de atrair e estimular a venda de produtos e serviços, o apelo sexual dos meios de comunicação de massa, através do seu repertório de imagens e representações simbólicas, também cria e/ou reflete o imaginário coletivo em relação a sexo e prazer que circula na sociedade contemporânea. Nesta dissertação investigamos e analisamos aspectos da sexualidade conforme aparecem na propaganda televisiva, utilizando como amostra os comerciais da programação do horário nobre da Rede Globo, gravada em vídeo diretamente da TV durante doze meses consecutivos - de julho de 2001 a junho de 2002. Primeiramente, contextualizamos as atitudes em relação à sexualidade buscando evidências da interdependência existente entre as suas manifestações e as condições sociais, econômicas e culturais da sociedade brasileira. Em seguida, partindo de recentes teorias da Psicologia Social, relacionamos o papel do apelo sexual como estratégia de persuasão com a função socializadora da mídia. Dentre as principais conclusões, observamos que a publicidade televisiva se mantém num modelo cultural tradicional, com padrões estereotipados para a beleza física, a idade, a cor, o sexo e o relacionamento entre os gêneros, indicando - e de certo modo também impondo - os padrões sexuais e as ideologias que nos envolvem. / [en] Despite the obvious goal of attracting consumers and stimulating the sale of products and services, the sexual appeal present in mass communication, through its repertoire of images and symbolic representations, also creates and/or reflects the collective imagery that circulates in contemporary society regarding sex and pleasure. In this dissertation we analyze sexuality aspects as they appear in television advertising, using as sample prime-time commercials broadcasted in Rede Globo, all of which were taped in video directly from the TV during twelve consecutive months - from July 2001 to June 2002. Firstly, we contextualized the attitudes regarding sexuality searching for evidence of the interdependence between its manifestations and the social, economical and cultural conditions present in Brazilian society. Next, taking recent theories in Social Psychology as a starting point, we related the role of the sexual appeal as a persuasion strategy with the media`s function in the socialization process. Among our conclusions, we observed that television advertising maintains itself in a traditional cultural model,with stereotypical patterns regarding physical appearance, age, race, sex and the relationship between genders, indicating - and also in a certain way imposing - the sexual standards and the ideology that envelop us all.

The basic idea of the diploma thesis is to identify cultural standards of three German-speaking countries from the Czech perspective and investigate how these cultural standards can be reflected in a specific working environment in the outsourcing services. The theoretical part of the diploma thesis deals with the main aspects of culture, especially with intercultural communication, methodology of cultural dimensions and standards. German, Austrian and Swiss cultural standards were examined by means of an interview and questionnaire research among Czech employees working in outsourcing services. The practical part focuses on specifics of outsourcing, derivation of cultural standards from Czech point of view and potential exposure of cultural standards in the workplace of outsourcing company.

The purpose of the diploma thesis is to analyse Dutch cultural standards and develop a handbook for Czech citizens, comprising of useful tips on how to succeed in a Dutch environment. The work is divided into three main parts - theoretical, practical, and empirical. The theoretical part is focused on such terms as culture, cultural standards, and cultural dimensions as defined by different authors. The practical part is dedicated to the characterisation of the Netherlands with emphasis on the Dutch-Czech economical cooperation and Dutch cultural specifics. The empirical part attempts to assess the Dutch cultural standards from the Czech point of view. The synthesis of all three parts mentioned above is embodied in the Dutch-Czech cooperation handbook.

The aim of this thesis "American cultural standards" is the identification and explanation of cultural standards typical for American culture and the creation of practical guide of Work and Travel program. American cultural standards are defined according to the interviews with Czech participants in the program Work and Travel USA and my own experience. The cultural standards clearly and concisely indicate the essential differences between American and Czech culture. The thesis also includes advice and recommendations for more effective communication with Americans. The thesis also contains an introduction into intercultural management and methodology of cultural dimensions and standards and their most popular representatives. The thesis is recommended to all who want to be more familiar with American culture or who plan to cooperate with the Americans. The thesis will be most useful for students who plan to participate in the program Work and Travel USA.

These Spanish-Czech cultural standards could be useful as a part of intercultural trainings made for Czech managers and workers who want to be prepared for a stay in Spain or any contact with Spanish culture. The theoretical part explains different related terminology necessary for a correct use of the standards. It involves terms like social interaction, communication and intercultural communication. The practical part describes the basic characteristics of the country, political and economical system, business dealings and diplomatic protocol. The core of the thesis is the chapter Czech-Spanish cultural standards which analyzes the main differences of Czech and Spanish cultures elaborated according to the executed interviews.

The goal of the thesis "The use of intercultural training for VŠE exchange students before leaving the university to study abroad" are: -to capture and to evaluate the change of student's personal characteristics after the arrival from abroad such as language skills, international experience, peer and family relationships and simplicity of establishment of relations - to create a suitable tool for evaluation of intercultural competence of VŠE exchange students who are interested in studying abroad -to bring useful information or to make a structure of intercultural training, which VŠE in the future could use to prepare students for study abroad - to compare two forms of intercultural training: an information meeting, which took place at VŠE with personal participation of students and electronic presentation without personal participation - to create a profile of VŠE students who are interested in studying abroad

This master's thesis deals with the encounter of two cultures - Czech and French, and its goal is to "identify Czech-French cultural standards and draw practical advice and recommendations for communication and cooperation." The first chapter explains the most important terms affecting the subject in theory. The next chapter introduces France and applies the foundations created in the previous chapter. The third and fourth chapters are devoted to my own research, which was carried out by using the methods of critical situations and is based on in-depth interviews with members of both cultures. Their testimonies are then used to establish standards, the main points in which the Czechs and French differ and to make advice on how to work with these differences.

The main goal of this master's thesis "Intercultural communication CR and USA" is to explore intercultural differences between Czechs and Americans, discover points that may cause conflicts between them and identify American cultural standards according to Czech people. Diploma thesis consist of three parts. First part is dedicated to theoretical concepts and technical terms, which helps to understand processes of intercultural communication. In methodological part are described used methods of research and characterized group of respondents. Last part shows results of research, where explored conflicts are and identified American cultural standards. Thesis include recommendations, which can be useful for Czech people, who plan for different reasons communicate with Americans.

The aim of this thesis was to examine the Czech-Taiwanese cultural standards in business and study environment from the perspective of Czech students and businessmen. The first chapter deals with theoretical bases of cultural standards including explanations of key concepts. The second part deals with the development of Taiwan focusing on the major historical milestones. There is also economy, demography, political and social system, religion, education system in Taiwan and Czech-Taiwanese relations mentioned. The research of cultural standards using method known as critical incidents realized on the basis of in-depth interviews as following. Finally there are recommendations for Czech students planning to study in Taiwan and Czech businessman starting to cooperate with Taiwanese.