Because I regularly watch both British and Czech television channels—and therefore also the commercials that run on them—I was reminded of a quote from Norman Douglas’s book South Wind. He wrote it back in 1917, and the quote goes: “You can tell the ideals of a nation by its advertisements.” That line inspired me to conduct a small experiment.
For comparison, I chose two news channels: Sky News on one side and Prima CNN News on the other. Over several days, I observed the commercial blocks on both and noted what kinds of products or services appeared.
So what did I find?
The difference is quite striking.
On the Czech channel, there’s a high volume of ads for promotional offers from supermarket chains—while on the British channel, not a single one appeared. These are followed by ads for medications and dietary supplements.
In contrast, the British channel is dominated by ads for skincare and perfumes, closely followed by life insurance, investment platforms, and banks. Charities are also well represented. In both cases, the number of ads from energy suppliers was roughly the same.
Conclusion
Czech Republic
Advertising on Prima CNN News portrays a practical society focused on health, security, comfort, and small pleasures.
The Czech viewer wants things to “work” and “not be too expensive.”
Chocolate, sweets, and beer reflect a cultural orientation toward “small joys”—everyday indulgences rather than luxury. According to the ads, Czechs appear as people who seek stability, health, and peace. They trust functional products and occasionally reward themselves with a beer or a chocolate bar.
United Kingdom
Emphasis on image, lifestyle, and finance
The strong presence of skincare, perfumes, banking, and insurance products suggests a focus on appearance, status, and personal presentation.
Fast food and diet ads reveal a tension between consumerist lifestyle and self-control—a typically British contrast between “enjoy life” and “stay fit.”
Advertising on Sky News portrays a society that values personal success, comfort, and moral responsibility (charity, investment, self-presentation). The British viewer sees themselves as an active, responsible, and cultivated consumer—financially literate, appearance-conscious, and driven by personal achievement.