Marketing Transcreation: Considering Cultural Nuances – Bc. Barbora Beňová
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 …moreAbstract:
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
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
Citation record
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- světu
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Masarykova univerzita, Filozofická fakultaMasaryk University
Faculty of ArtsBachelor programme / field:
English Language and Literature / English Language and Literature
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