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.
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