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Bc. Barbora Beňová

Bachelor's thesis

Marketing Transcreation: Considering Cultural Nuances

Marketing Transcreation: Considering Cultural Nuances
Abstract:
Cieľom tejto práce je rozobrať pojem transkreácia. Tento proces sa využíva pri tvorbe reklamných materiálov, ktorých obsah a forma by mali byť v súlade s hodnotami a zvykmi cieľového trhu, pričom je žiaduce, aby bol zachovaný pôvodný efekt kampane. Keďže sa zákazníci naprieč kultúrami líšia v mnohých smeroch, je dôležité zvážiť tie zrejmé, ale aj menej jednoznačné faktory, ktoré sú rozhodujúce pri …more
Abstract:
The purpose of this thesis is to examine the concept of transcreation and its use in cultural advertising. Transcreation attempts to produce advertising materials consistent with the values and customs of the target market while preserving the intended effect of the original campaign. Since customers across cultures differ on many levels, the objective is to consider the obvious, but also the underlying …more
 

Keywords

Translation Advertising Culture Transcreation Localization
 
Language used: English
Date on which the thesis was submitted / produced: 20. 5. 2024
Identifier: https://is.muni.cz/th/qcr1v/

Thesis defence

  • Date of defence: 13. 6. 2024
  • Supervisor: Mgr. Olga Zörnerová
  • Reader: Mgr. Tereza Šplíchalová

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Institution archiving the thesis and making it accessible: Masarykova univerzita, Filozofická fakulta
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Masaryk University

Faculty of Arts

Bachelor programme / field:
English Language and Literature / English Language and Literature

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