Adaptacija sloganov za mednarodni trg : diplomsko delo
Petan, Maša
Uspeh mednarodnega oglaševanja je deloma odvisen od stopnje prilagajanja oglaševanja v lokalno okolje ciljnih trgov (De Pelsmacker, Geuens in Van den Bergh, 2007). Ker je oglaševanje precej drago in ...ima razširjen vpliv med potrošniki po vsem svetu, je pomembno vedeti, ali uporaba angleščine vpliva na uspeh oglasa pri mladih potrošnikih. Namen diplomske naloge je ugotoviti, kako adaptacija slogana v jezik ciljne skupine vpliva na njeno dojemanje blagovne znamke. Vzorec anketirancev sestoji iz mladih med 20. in 30. letom starosti, ki se dnevno srečujejo tako z blagovnimi znamkami, ki komunicirajo v slovenskem jeziku, kot tistimi, ki komunicirajo v angleškem jeziku. O vplivu jezika na percepcijo blagovne znamke je bilo izvedenih že veliko raziskav, vendar je zaradi nasprotujočih si ugotovitev to tezo težko potrditi, upoštevajoč le mlajšo generacijo. Zato v diplomski nalogi odgovarjamo na vprašanja, ali je mladim bolj všeč blagovna znamka, katere slogan je zapisan v angleškem jeziku, in ali te blagovne znamke vrednotijo kot boljše v primerjavi z blagovnimi znamkami s slovenskim sloganom.
Type of material - undergraduate thesis
; adult, serious
Publication and manufacture - Ljubljana : [M. Petan], 2020
FSS, J. Goričar Central Social Sciences Library, Ljubljana
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