| Title: | Markenkommunikation und sprachliche Strategien der Markeninszenierung oder Firmennamen, Firmenbezeichnungen und ihre Rolle in der Kommunikation |
| Author: | Erika Kegyes |
| Publication: | Numele și numirea. Actele Conferinței Internaționale de Onomastică. Ediția I: Interferențe multietnice în antroponimie, p. 545 |
| ISBN: | 978-606-543-176-8 |
| Editors: | Oliviu Felecan |
| Publisher: | Editura Mega |
| Place: | Cluj-Napoca |
| Year: | 2011 |
| Abstract: | [Communication by means of trademarks and linguistic strategies of their mise en scène] What is the secret of the success of certain brand names? Firstand foremost, it is their linguistic and artistic image. What linguistic strategies should be taken into account in the coinage of trademarks? According to which criteria should brand and firm names be created? How can linguistic strategies be made to tally with legal prescriptions in this respect? The present study explores these issues from the perspective of advertising language, linguistics and communication in the field of marketing and it presents the way in which trademarks may influence everyday communication, as these are names that exist in society. |
| Key words: | brand communication, firm names, linguistic strategies |
| Language: | German |
| Links: |  pdf  html |
Citations to this publication: 1
| 0 | Florin Sterian | Bibliografia românească de lingvistică (BRL, 56, 2013). Lucrări de lingvistică apărute în țara noastră în cursul anului 2013 | LR, LXIII (2), 161-294 | 2014 | pdf html |
References in this publication: 0
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