The present thesis deals with the topic of intercultural models in advertising. The theoretical part is concerned with the definition and characteristics of culture and cultural dimensions. It also describes and compares the Hofstede model and the GLOBE model. It defines the concept of advertising and its aims and means. The methodology section describes the design of focus group interviews that are used in the practical part of the thesis. The aim of this work is to compare the consistency of opinions of respondents on the TV commercials presented with the Hofstede model. In its sub-goals, the work aims to identify the attributes of advertisements that respondents are most addressed by, and to select the most appropriate advertisement for the Czech market based on evaluation of the respondents.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359318 |
| Date | January 2017 |
| Creators | Maliňáková, Lucia |
| Contributors | Hiršová, Miloslava, Šimůnek, Michal |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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