Z10 - Cultural Economics; Economic Sociology; Economic Anthropology: GeneralReturn

This text shows a methodological approach for creating national advertising style which is very important for aiming advertising campaigns in non-domestic regions. This approach is based on a numbers of many researches which have been realized and published. First phase is focuses on identifying of cultural dimensions by professor Hofstede and Schwartze. After that is necessary to identify communication context of advertisements in specific region and apply in it the most significant cultural dimensions. We can create specific national advertising style based on these principals.

The article focuses on the role of intercultural competence and teaching culture in the era related to postmodernism. In the first part it presents the development of intercultural competence in various cultures, the other parts are devoted to the pragmatic view of some intercultural issues with the culture values, ethics, emphasis on expressing politeness, developing empathy, and listing new trends in teaching culture. It introduces a newly developed course Personal Development Skills for Mobilities which will become part of the curriculum at School of Business Administration in Karviná.