I think it could be interesting to find out, which symbols and ideas the commercials use in different countries. Does it depend on the countries state of development or maybe on other things? I could start by writing my perception of the tendencies in Denmark and Russia. Denmark: Danish commercials have, as I see, two tendencies: a humoristic and a nostalgic. The nostalgic is what interests me the most. It represents itself through coziness, something from the old days, before the world got "mad", family values, relaxed, and the idea of little Denmark as a country isolated and unaffected by the sorrounding world. Russia: the tendencies in Russia is, in my oppinion, also nostalgic. It seems like inverted soviet propaganda. In the commercials the future, factories, modernity is presented as something frightening, and the past, rural, original russian, before western influence corrupted it all. A slogan from kvas brand Nikola says it all: квас не кола - пей николу. In the mean time, most European commercials, that reaches Denmark, has a more modern and technological fealing, except the over-the-top melodramatic storck commercials (merci, werthers, and so on). Is the larger european countries less nostalgic, or are the difference only due to the different types of products. (food, candleholders, beer = local; electronics, cars, clothes, watches = foreign). How is it in your country?