The paper deals with the problem of standardization of terms in business language, focusing on the business language used in day to day communication in Coca-Cola HBC Croatia. The paper has been ...instigated by practical experience of the compilation of Coca-Cole HBC Croatia Language Manual. The main aim of this manual is to facilitate daily communication in this company as well as to raise the level of business communication in general. It has originated in the framework of company’s effort to function in accordance with the principle of responsibility towards society, which includes the responsibility towards the Croatian language, especially at this moment when the future status of the language is determined among the languages of the European Union. In the fi rst part of the paper, the authors give an overview of the phases in the compilation of the Manual and describe the wider framework in which it was compiled as well as the planned aims and achieved results. In the second part, the authors give terminological principles which they followed in order to standardize the terminology. On a number of examples they explain how they decided which term should be selected as the preferred one. They show that the standardization of terminology is not a random process but a complex procedure based on clear principles.
Priznanje Zaklade „Dr. Ivan Šreter“ i časopisa Jezik društveno odgovornomu projektu Jezični priručnik Coca-Cole HBC Hrvatska i njegovim autorima važno je iz više razloga. Prvi je to slučaj ...priznavanja i nagrađivanja nastojanja neke tvrtke ili poslovnoga sustava u Republici Hrvatskoj za podizanje svojih jezičnih standarda.
The paper deals with the problem of standardization of terms in business language, focusing on the business language used in day to day communication in Coca-Cola HBC Croatia. The paper has been ...instigated by practical experience of the compilation of Coca-Cole HBC Croatia Language Manual. The main aim of this manual is to facilitate daily communication in this company as well as to raise the level of business communication in general. It has originated in the framework of company’s effort to function in accordance with the principle of responsibility towards society, which includes the responsibility towards the Croatian language, especially at this moment when the future status of the language is determined among the languages of the European Union. In the fi rst part of the paper, the authors give an overview of the phases in the compilation of the Manual and describe the wider framework in which it was compiled as well as the planned aims and achieved results. In the second part, the authors give terminological principles which they followed in order to standardize the terminology. On a number of examples they explain how they decided which term should be selected as the preferred one. They show that the standardization of terminology is not a random process but a complex procedure based on clear principles.
U ovome radu autori daju pregled hrvatskog nazivlja u odnosima s javnošću te ukazuju na njegovu funkcionalnu raslojenost i potrebu njegova uređenja, za što daju konkretne smjernice. Na primjerima ...sinonimskih parova i nizova u terminologiji odnosa s javnošću koja se trenutno koristi u hrvatskom jeziku detaljno se prikazuje primjena temeljnih i dopunskih načela standardizacije nazivlja te objašnjavaju kriteriji na temelju kojih se određenom pojmu daje prednost pred drugim ili drugima u standardizaciji postupka nazivlja. U posljednjem poglavlju dane su smjernice za izradu relevantnog, korpusnog i normativnog rječnika odnosa s javnošću koncipiranog prema tematskim kriterijima e-leksikografije u odnosu na stručne (terminološke) rječnike. U prilogu ovog rada nalazi se kratki normativni jednojezični hrvatski rječnik odnosa s javnošću.
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