From Cold War to Cola War

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...