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1

VOLUNTEERS AND FOREIGN STUDENTS IN EUROPEAN UNION. COMPARISON OF THE ACCULTURATION PROCESS

100%
Olczak E., Penczek M.
Psychological Studies
|
2006
|
vol. 44
|
issue 1
85-97
EN
This article is a summary of two researches. The main aim was to check what the acculturation process looks like in two groups of young people: European Voluntary Service volunteers and Socrates – Erasmus students. Both the volunteers and the students decide to spend some longer time (up to one year) abroad. Their main aim is to study or work, and on the other hand, get to know the other culture, language and how to live in another country. Despite many similarities between these two groups of young people, their acculturation process can be different. The students are staying mostly in the international environment of other Erasmus students and the volunteers are working in the local organizations with people living in that particular area. Both the volunteers and the students prepare themselves for their projects already in their home country. Despite this their reception of the new culture is still based on stereotypes. But those stereotypes do not influence the degree of acceptance of the new culture, as well as the degree of adaptation to the new circumstances. Furthermore, if the differences between the home and the guest country are bigger, then adaptation problems could be more significant. That is why preparation for such a long stay abroad should be complex.
2

CZECH AND SLOVAK CULTURAL DIMENSIONS AND ADVERTISING (Ceske a slovenske kulturni dimenze a reklama)

51%
Svetlik J.
Communication Today
|
2011
|
vol. 2
|
issue 2
52-65
EN
The article covers the attitude to advertising as the most dominant tool of marketing communication. Advertising National culture is one of the frequent topics of professional discussions on advertising in the sphere of international advertising, most of all in terms of standardization, adaptation and localization of advertising. Probably the best known model which describes the divergences of national cultures is the model of cultural dimensions of the Dutch academic Geert Hofstede. In the first part of this paper the author describes four out of five cultural dimensions including their application in the field of marketing communication. Subsequently the results of large surveys through VSM 94 questionnaire in the Czech (Svetlík) and Slovak republic (Gecikova) are presented and the final data are compared with selected EU countries and the USA. On the basis of Kogut's methodology and established data the cultural distance of both countries was calculated and compared with other countries of the EU. The results show that people from the Czech Republic and the Slovak Republic are in comparison with other EU countries very close to each other from the point of cultural distance. In the third part of the paper there are possible recommendations for the cluster of these two countries presented particularly in advertising appeals, forms and execution of advertising. The author pointed out that the product category and features of the target group have a very strong influence on selection of advertising strategy components.
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