Róśnice kulturowe w Polskich i Czeskich reklamach prasowych w pismach kobiecych
Cultural differences in Polish and Czech press advertising in women's magazines

Summary/Abstract: The study focuses on the issue of cultural differences in advertising. The theoretical part is an attempt to systematize the results of research in this area. The conclusions are enriched with the presentation of the results of own research concerning the identification of differences in Polish and Czech advertising. In order to demonstrate the cultural differences seen in advertisements of the Polish and Czech market, the analysis of the content of press ads from magazines targeted at women has been conducted. The analysis was based on the concept of cultural dimensions of Hofstede. The results confirmed the existence of diversity in newspaper advertising messages, indicating the adaptation of advertising content to the specific cultural characteristics of the countries studied

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