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Cockta – kulturna ikona : diplomsko deloKolar, Živa, 1997-Prepletanje materialnega dela, nematerialnih pomenov produkta in družbenih odnosov ustvari znamko. Ko ta v procesu znamčenja sledi principom modela kulturnega znamčenja, doseže poseben status v ... kulturi in jo potrošniki začnejo povezovati s temeljnimi vrednotami dotične kulture, postane znamka kulturna ikona. Kulturne ikone so reprezentativni simboli določene kulture, ki simbolizirajo vrednote in pomene, ki jih ta kultura ceni. Znamka Cockta je del slovenske kulture že od 50. let prejšnjega stoletja. V življenjskem obdobju znamke je doživela marsikateri vzpon in padec, ki jo je oblikoval v takšno, kakršna je danes. Zaradi tega je tudi ena od kul znamk, saj zagovarja uporništvo, nekonformnost in svobodno odločanje. Z metodo kvalitativne tekstualne analize preučim nagovor in vizualne elemente komunikacijske kampanje »Tvoja«, jih primerjam z nekaterimi historičnimi oglaševalskimi materiali in razložim reprodukcijo statusov kul in kulturne ikone. Tako vizualni elementi kot nagovor so v vseh komunikacijskih materialih kampanje »Tvoja« potrdili, da je Cockta mladostna, uporniška in kul, prava kulturna ikona.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [Ž. Kolar], 2021Language - slovenianCOBISS.SI-ID - 77667587
Author
Kolar, Živa, 1997-
Other authors
Luthar, Breda
Topics
Kulturne študije |
Cultural studies |
Trženje |
Marketing |
Blagovne znamke |
Trademarks |
Diplomska dela |
Graduate theses |
Ikonična znamka |
ikona |
Cockta |
kulturno znamčenje |
Iconic brand |
icon |
Cockta |
cultural branding
Library/institution |
City | Acronym | For loan | Other holdings |
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FSS, J. Goričar Central Social Sciences Library, Ljubljana | Ljubljana | ODKLJ |
not for loan 1 cop.
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Shelf entry
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
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DRS, in which the journal is indexed
Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Kolar, Živa, 1997- | |
Luthar, Breda | 07633 |
Source: Personal bibliographies
and: SICRIS
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