Targeting Customer In German And Japanese Advertising : Two Different Concepts From The Linguistic Point Of View

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14210%2F13%3A00068063" target="_blank" >RIV/00216224:14210/13:00068063 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Targeting Customer In German And Japanese Advertising : Two Different Concepts From The Linguistic Point Of View

Popis výsledku v původním jazyce

Advertising plays an important part in today's global society, even if one is not necessarily a fan of ads. It provides information about goods and services to enable customer to make the best personal choice. However the way some products are being presented varies according to target country and last but not least the language of the customer. A method which works well in one country does not have to be very effective in the other using only a literal translation of the copy. Length of a TV-ad, usageof celebrities, male and female role portrayal and society values are significant in making good advertising strategies. The goal of this paper is to present the different approach in Europe and Asia focusing on Germany and Japan as the main representatives of the research. This approach addresses the importance of identifying culture-specific advertising strategies when targeting global market segments.

Název v anglickém jazyce

Targeting Customer In German And Japanese Advertising : Two Different Concepts From The Linguistic Point Of View

Popis výsledku anglicky

Advertising plays an important part in today's global society, even if one is not necessarily a fan of ads. It provides information about goods and services to enable customer to make the best personal choice. However the way some products are being presented varies according to target country and last but not least the language of the customer. A method which works well in one country does not have to be very effective in the other using only a literal translation of the copy. Length of a TV-ad, usageof celebrities, male and female role portrayal and society values are significant in making good advertising strategies. The goal of this paper is to present the different approach in Europe and Asia focusing on Germany and Japan as the main representatives of the research. This approach addresses the importance of identifying culture-specific advertising strategies when targeting global market segments.

Druh

D - Stať ve sborníku

CEP obor

AI - Jazykověda

OECD FORD obor

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Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

INTED2013 Proceedings

ISBN

9788461626618

ISSN

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e-ISSN

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Počet stran výsledku

8

Strana od-do

2982-2989

Název nakladatele

IATED

Místo vydání

Valencia (Spain)

Místo konání akce

Valencia

Datum konání akce

1. 1. 2013

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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