From Cold War to Cola War

Martin Pasco

How are young people in eastern Europe adapting to growing up in a society characterised by increasing consumer capitalism and exposure to western brands and advertising? This article, which summarises a more detailed seminar, gives an insight into how these influences affect such things as:-the importance of the traditional family; attitudes to gender roles; career ambitions/future aspirations; attitudes to national identity and the west; advertising literacy and the implication for brands.

From Cold War to Cola War

Martin PascoRDSi

How are young people (1425) in eastern Europe adapting to growing up in a society characterised by increasing consumer capitalism and exposure to western brands and advertising? How similar are the youth in eastern Europe to their western counterparts? Earlier this year, I donned my long johns, braved the cold and went to Prague and Warsaw to find out.

This article, which summarises a more detailed seminar, gives an insight into how these influences affect such things as:

  • The importance of traditional family.
  • Attitudes to gender roles.
  • Career ambitions/future aspirations....

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