print copy
McDonald's – tak trochu jiná kultura?

McDonald's – tak trochu jiná kultura?

[McDonald's - Somewhat Different Culture?]

Pravdová, Markéta

subjects: anthropology and ethnography

paperback, 248 pp., 1. edition
published: july 2006
ISBN: 80-246-1178-3
recommended price: 250 czk



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.