engleski

SOCIOLINGVISTIČKA ANALIZA PRILAGODBE AUTOMOBILSKIH REKLAMA JUŽNOSLAVENSKOM TRŽIŠTU

The belief that goods give significance to individuals and their roles in society is an ideology created by production and consumerist thriving in the 1920s. It has had an undisputed global primacy ever since. The means used by commercials’ authors in order to influence the consumers' (sub) consciousness are far from being random and naive. Their goal is the same: creation (changing, modification) od values, wishes and attitudes. Since these parameters are not the same for all social groups, it is important to be aware of the referential framework of the target group, i.e. the material that forms its worldview. Previous studies have shown that even big, worldwide known corporations have to determine the referential framework of the consumers of their products, no matter how well known they might be on the global market. However, some of them will opt for the original form of a commercial which is often not the best solution from the culturological aspect. Others will choose literal or, more or less, free translation (adaptation). As expected, the latter model is better accepted among consumers. Unfortunately, only few of them choose to localize a commercial into a new location, accepting well recognizable culturological features (language as well!) of the region in which they advertise. This paper presents the results of socio- linguistic analysis of the adjustment of commercials to different markets. More precisely, examples of commercials from car industry are used in order to identify which linguistic strategies are applied in the source language of a commercial text, and which are used in the language adapted to a specific target group (in this study, the South-Slavic speaking countries), as well as linguistic and extra- linguistic reasons leading to such changes.

reklame ; automobilska industrija ; sociolingvistika ; hrvatski jezik ; srpski jezik ; slovenski jezik ; bosanski jezik

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