IMPORTANCE OF THE RESEARCH: In today's fast-paced globalized market, communication is an ever-challenging activity to which experts should pay much more attention than in the past. On the same line, foreign restaurants have to adapt their food to the local taste, at the expense of the.
The influence of culture in international marketing
The role of context in marketing communication and the symbolic value given to it to create meaning can also be emphasized. This requires an adjustment of the prices and quantity of cereal in the package, and eventually the information printed on the package (Kragh 2000: 7).
Marketing as a linguistic business
Trends of the development of marketing language
Language as "the great segregator" (Blommaert as quoted in Kelly-Holmes 2019: 37) underlies language ideologies and linguistic regimes and hierarchies. At first glance, the approach is much more different from Air India's: the encounter with language is powerful and is at the heart of the Emirates marketing strategy.
Brand linguistics
Sociolinguistics studies the influence of language on the formation of social dynamics and interpersonal relationships. In general, it is the study of language on the outside of the mind, while psycholinguistics investigates the inside. Therefore, the task of the marketer is to find out how to get consumers to imagine the right "table" in their mind.
In this sense, research based on psycholinguistics provides examples of how the categorization of products is influenced by the structural properties of language. In this case, the meaning conveyed by the sound of the brand name should be consistent with the characteristics of the candle and its fragrance, so that the consumer appreciates the perfume itself more and perceives the brand's communication more successfully. For example, less nuanced and more superficial language involves a consumer focus on the more superficial attributes of the brand.
Sociolinguistics contributes to the understanding of this framework, as the linguistic identity of the brand can balance the effects of a possible violation of relational norms. To be more precise, the linguistic identity of a brand and of its elements, the structural characteristics of the language, the consumer's cultural background, tone of voice and writing style are all characteristics that indicate symbolism of a brand. This can be the direction of the script in which a language is written (from left to right or vice versa).
Conclusions
To stand only for standardization or adaptation as the international marketing strategy is an oversimplification, and the three concepts are illustrated with the help of several examples. Next, an overview of the marketing discourse as a field of research was given and references were made to its evolution as a sub-discipline of the economic discourse to what it is today. The author emphasized the need to introduce specific terms for the study of marketing language, such as.
In addition, the author illustrated the trends of the development of marketing language, namely the fetishization of language and the emergence of visuality; individualization and customization (and their two types); as well as the democratization of language created by consumers. In addition, some comments have been made about how it is possible to create value, i.e. through the two processes of segmentation and differentiation. In conclusion, the last part of the study was devoted to the topic of brand identity, which was explored using Schmitt's model and outlines the five main processes: "identifying brands", "experiencing brands"; "integrating brand information", "meaning the brand" and "connecting to the brand".
Along with this, references were made to areas of linguistic investigation such as psycholinguistics, sociolinguistics and semiotics.
Practice
Linguistic features of the marketing discourse
As discussed by Serón Ordóñez as cited in Konovalova and Ruiz Yepes 2016: 4) in his study on the language combination English-Spanish using a parallel corpus, translators left more than 70% percent of the English metaphors unchanged in the Spanish translations . The only cases in which the metaphor was paraphrased were for those related to the field of navigation and shipping (20% of the cases) and animals and sports (the remaining 10%) (Konovalova and Ruiz Yepes 2016: 4). The most salient features of marketing discourse relate to the terminological system it uses, but also its semantic and pragmatic features.
A few cases of what might be called perfect synonyms in marketing discourse should be mentioned. As shown, the synonymy in this case is not at the level of the isolated term, but at the syntagmatic level. Marketing discourse also contains a number of pseudo-synonyms, such as focused marketing, niche marketing, and differentiated marketing.
In fact, concentrated marketing refers to market segmentation and market coverage strategy, where a product is developed for a specific segment of the consumer population, while niche marketing is a marketing strategy that uses a small segment of the market instead of the entire market. Differentiated marketing is a market coverage strategy that involves addressing two or more clearly defined market segments with a specific product and a unique marketing strategy tailored to each segment (Burcea. On the other hand, word-of-mouth marketing is conceptually - strongly related to viral marketing, although it is not limited by the use of the Internet (Burcea 2014: 611).
The three components of brand identity: brand names, logos and slo- gans
Friendly names” as the word says describe a feature of the company and are sometimes in a language that may not be familiar to every customer viz. Real world names" are terms with a meaning in a specific language, therefore understanding the language is an advantage, although not strictly necessary (e.g. "Apple"). Figurative and suggestive names” are also linked to understanding the language, they symbolize something in a particular language, but in this situation have a metaphorical meaning, for example: “Dove”, “Sunlight” and “Dash”.
As for "eponymous names", the hook, as one suspects, may lie in the meaning words have in other languages or even in the native language. In addition, many coined words use Latin affixes or word structures to be more internationally appealing (e.g. Philip Morris's choice of the name "Altria") (Inchaurralde 2017: 385). The first change of the original name, “Compañía Telefónica de España”, was caused by the expansion in foreign markets, which led to the choice of the term “Telefónica”.
The purpose of the slogans is to draw the attention of the target audience to the products being advertised, to create emotional images and to better remember the company's message. In other words, the omission of a term suggests the implicit understanding of the consumer, who may also be induced to buy the product, e.g. The lord of the drinks” (Tuborg beer) and “Someone's been on Shakesbeer”. Church End Brewery), hyperbole “I would rather die of thirst than drink from the cup of mediocrity” (Stella Artois) and “We not only outperform the competition, we outsmart them” (Subaru car), neologisms “Catisfaction' (Kitkat), 'Chexellent, or what?' (Frosted Chex) (Malyuga, Radyuk and Tsagolova.
Case studies
- Case study: IKEA
- IKEA in Sweden, the UK and China
- Case Study: Unilever
From this statement comes the idea of IKEA's standardized approach: that is, to give everyone the same perception of the company. After analyzing IKEA's position in the Swedish market, the investigation will now focus on the UK, which represents one of the company's major markets. In terms of merchandise, the idea of low prices and good quality is the most recurring, and is also the company's main focus in the UK market.
The main tool of marketing communication is the catalog, which is responsible for 70% of budget expenditures. First of all, it must be said that Unilever's ethical approach is also visible in the choice of language. This is a good example of using marketing and language tools to promote a brand strategy.
The name of the brand is an example of "mixing" which is the creation of a new word (Unilever) from two former ones (Unie, from Margarine Union, and Lever, from Lever Brothers). The same applies to the brand name "Knorr", which comes from the name of the company's owner, Carl Heinrich Knorr. This is followed by very short descriptions of the product in question (Nacchia and Massaro 2017: 178).
In terms of changes in the transfer of ideas from one country to another, a shift in the focus of product characteristics can be observed. First of all, we note that the brand strategy of the company in Italy relies heavily on it.
Conclusions
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The Impact of Product Name on Dieters' and Nondieters' Food Evaluations and Consumption." Journal of Consumer. A Cross-Cultural Study of Managers' Choice, Decision Making, and Risk Adjustment in International Marketing." Journal of Marketing, 52, no. IKEA's marketing strategies in Sweden, Great Britain and China." Journal of Retail and Consumer Service 18, no.
Dove website, DermaSpa Uplifted+, https://www.dove.com/za/skin-care/body-lotion/dermaspa-uplifted-body-lotion.html Accessed 02/18/2021. Knorr, "Gluten-free risotto" (it) https://www.knorr.com/it/prodotti/primi-piatti/risotti/risotto-asparagi.html Accessed 03/05/2021. Unilever, Cif easy clean https://www.unilever.it/wiop/products/cif/cif-easy-clean-pavimenti-brezza-marina.html Accessed on 19.02.2021.
