Purpose -The paper attempts to gain a better understanding of the reasons for advertisers to use nudity in European advertising campaigns and, more precisely, whether a print ad that uses nudity is more or less effective than an ad without nudity in the Czech Republic, Spain, and France. Design/methodology/approach -An experiment carried out in three European countries (Czech Republic, Spain, France) exposes young consumers to an experimental magazine containing an advertisement that shows either a woman's face or her topless body. Findings -Nationality does not appear to influence preferences for advertisements with or without nudity. Although differences emerge among the three countries in attitudes toward the ad (Aad), they are independent of the ad type and consistently reflect the same trends within each country. Gender influences Aad, and women adopt more negative Aad when they see nudity compared with when they do not, in contrast with men, regardless of their country. Research limitations/implications -Attitudes toward advertising in general vary significantly among European countries, even for seemingly homogeneous targets. Specific adaptations likely are needed not just with regard to nudity but more generally in terms of the content of ads. Practical implications -Advertisers that question the relevance of nudity in their advertising campaigns should take great care to define their target market by gender -even more so than in terms of the European country in which the advertising will appear. Originality/value -Women adopt more negative attitudes toward advertisements that use sexy female models than do men, and this effect is independent of nationality in a European context.

The paper examines based on international research the differences between results of studies focused on consumers' attitude toward advertising. The aim of this paper is to show that it is possible to find situations where the influence of attitudes towards specific ads in general (ASG) on attitudes toward advertising (Aad) can be observed and also it is possible to find no influence of attitudes toward ads in general (AG) on Aad. The paper shows that the problem comes from the definition of AG. The experiments described in this paper detect attitudinal differences toward advertising in general among studied nations depending on the type of advertising. The research encompasses respondents from three countries with different economic and cultural backgrounds (Germany, Ukraine and USA). The data were collected based on a quantitative survey and experiment among university students. The results show that the concept of AG is in some cases too broad. Differences between AG were confirmed between Ukraine and other countries. The respondents from Germany are according to AG more pessimistic and the respondents from the USA are more optimistic. This disparity was explained by a significant difference in Orthodox and Atheist religion compared to the other religions.

The aim of this research is to determine the main features in which the Czech and French advertisements are similar and in which they differ. The study concerns the content analysis of 577 printed advertisements published in the 10 most representative magazines in the Czech Republic and France. The five largest categories of magazines in terms of their focus are represented as follows: women, men, businesses, seniors and juniors. The results show some noticeable divergences in the basic structure and content of advertising, such as the size, the presence of children or elderly people, the number of product features and the indication of prices. Some convergences appear as well, such as the human presence, the use of testimonies and/or celebrities and the mention of the brand only. These results open up new possibilities for future research in order to verify the key factors, which advertisers could standardize or adapt for their advertising campaigns.

Age management is becoming an increasingly important part of strategic human resources management practices and can ultimately lead to a competitive advantage. Research results confirmed that a strategic focus on the efficient use of all age categories of employees yields retention, the successful achievement of organisation goals, development, and, ultimately, a competitive advantage. The aim of this article is to identify and evaluate approaches to age management practices in organisations in 1271 organisations in the Czech Republic. Quantitative research was carried out in selected organisations operating over a three-year period. Data was gathered from these organisations and evaluated using descriptive and multidimensional statistics. The results show that those organisations focusing on the application of age management practices achieved a competitive advantage regardless of size or sector of the organisation. Statistical analysis (χ2 test, Cramer’s V, factor analysis) on survey data shows that many of these organisations achieved significant perceived benefits from the application of age management. The approach to age management application varies in organisations depending on whether it is an internal branding of an employer or response to a crisis. Organisations either use of best practices to implement age management or it is a carefully planned process in advance. Follow-up research can focus on the use of age management in crisis management or employer branding. This study is a non-experimental quantitative correlation analysis utilising longitudinal empirical data.

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