McDonald's – tak trochu jiná kultura?

This book uses the example of McDonald's company to show the socio-cultural influence that global corporations exert over consumers, the authorities or symbols they use in their promotion and the linguistic means the contemporary advertising uses to convince its local customers. This case study of McDonald's advertising activities is based on a detailed analysis of a large number of types of advertising, especially TV spots. The presented results however have wider implications – they give evidence of the general features of Czech advertising, or marketing communication.