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  • The role of choice and use of language elements within marketing communictions = Roljata na izbora i upotrebata na ezikovi elementi v marketingovata komunikacija
    Premrov, Emira
    Unwanted effects, which can result in a product rejection, can be caused if marketing communications are based only on the language expertise without an efficient knowledge of cultural principles ... typical of certain societies. In regard to the marketing communications language strategies (with potentially problematic transfer of product's name, slogan or title) diverse social and cultural conditions can easily result in the occurrence of such unwanted effects. Thus, country's specific language strategies need to be taken into consideration in order to develop successful international marketing communications. According to the slogan and brandname analysis, the application of English language aims to increase product value or product image in German advertisements. However, in case of the direct transfer to another cultural society in cross-cultural communication, a specific expression can sometimes gain a different meaning or it can even be misunderstood. Presented analysis is an attempt to better understand the role of language function within marketing communications.
    Vir: Upravlenie i obrazovanie : [akademično spisanie] = Management and education : [academic journal]. - ISSN 1312-6121 (T. 7, 2011, Kn. 2, str. 238-241)
    Vrsta gradiva - članek, sestavni del ; neleposlovje za odrasle
    Leto - 2011
    Jezik - angleški
    COBISS.SI-ID - 512378742

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