This diploma thesis deals with local cultural aspects of television commercials in selected multinational automobile companies in the Czech Republic and the USA. Countries deliberately represent very different cultures in order to demonstrate in which cultural aspects companies have to deal with localization of advertising within their global activities.The aim of the work is the analysis of advertising appeals to identify and compare the differences in television commercials in selected locations using Hofstede's model of cultural dimensions.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:194702 |
| Date | January 2013 |
| Creators | Vávrová, Jana |
| Contributors | Novák, Michal, Kincl, Tomáš |
| 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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