Category Archives: Teaching

Ahoj, Beautiful Prague!

Today we concluded our ethnographic brand tracking in Prague. After one week of ethnography and agency visits, we spent the last afternoon of our class reflecting on Czech culture, and more specifically, how it influences the consumption of autos, beer and fashion. After a lot of deliberation, the three groups came up with culture codes that they think best represent their respective sectors here in the Czech Republic. Check out each of the three culture codes within the sector blogs:  autos, beer, fashion.

The ethnographic brand tracking helped the students to observe behavior and identify key patterns within their sector. The agency visits throughout the week helped the students to uncover the cultural meaning behind these observed behaviors within a historical context and learn about some of the successful strategies behind Czech advertising from the best that Prague has to offer: Remmark, Garp, Leagas Delaney, and Ogilvy.

As part of the final wrap up, the students also had a discussion about Czech advertising in general. With the help of Jan Tluchor, who joined us from the University of West Bohemia, the students compared and contrasted Czech advertising with British and American advertising.

Overall, it was an inspiring week. Everyone acted like true ethnographers and soaked up everything Czech culture had to offer. Most importantly, the students kept their minds open and embraced all of the different perspectives we learned about – something that will positively influence the approach they take with future work. Our sincerest děkuji to everyone along the way who helped to make our experience here in Prague so meaningful.

Amanda

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Filed under Autos, Beer, Branding, Ethnographic Findings, Ethnography, Fashion, Teaching

Czech Cultural Collage

To conclude our time spent in the beautiful Czech Republic, we made a cultural collage with contributions from each student. Each item represents some aspect of the student’s experience here in Prague – none of which could be purchased. Each student’s interpretation of the collage is posted below in the comments section in the form of a headline.

Enjoy!


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Slavia Café

How much lovely can it be than to sit at Slavia Café, on my last afternoon in Prague?

Slavia Café, across from the National Theatre with its art deco furniture and beautiful murals, is nearly magical. Add to that a magnificent view of Prague castle, intelligent conversation, apple strudel, and delightful companionship and a gray afternoon melted away.

There could be no better way to spend my last afternoon in Prague.

Děkuji Ladislav.

Jean

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