Adaptacija sloganov za mednarodni trg : diplomsko delo

Petan, Maša (author), Golob, Urša (mentor)

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.

• Language: Slovenian
• Keywords: slogan, standardizacija, adaptacija
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [M. Petan]
• Year: 2020
• Number of pages: 56 str.
• PID: 20.500.12556/RUL-117279
• UDC: 659.1(043.2)
• COBISS.SI-ID: 23649283
• Publication date in RUL: 04.07.2020

PETAN, Maša, 2020, Adaptacija sloganov za mednarodni trg : diplomsko delo [online]. Bachelor’s thesis. Ljubljana : M. Petan. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=117279

Secondary language

• Language: English
• Title: Adaptation of slogans for the international market

Abstract

The success of international advertising depends in part on the degree of adaptation of advertising to the local environment of the target market (De Pelsmacker, Geuens and Van den Bergh, 2007). Because advertising is quite expensive and has widespread influence among consumers worldwide, it is important to determine whether the use of English is relevant to the success of the ad in influencing young consumers. The purpose of the thesis is to find out how the adaptation of a slogan into the language of the target group affects its perception of the brand. Young people between the ages of 20 and 30 play an important role in this, encountering both brands that communicate in the Slovenian language and those who communicate in the English language on a daily basis. Much research has been done on the impact of language on brand perception, but it is difficult to determine whether slogan language influences brand perception among young people because of conflicting findings. Therefore, in the paper, we answer the question whether young people prefer a brand whose slogan is written in English and whether young people prefer these brands over brands with a Slovene slogan.

• Keywords: slogan, standardization, adaptation