{"id":4981,"date":"2011-11-09T10:03:34","date_gmt":"2011-11-09T08:03:34","guid":{"rendered":"https:\/\/blog-new.atominium.com\/?p=4981"},"modified":"2023-10-31T11:37:52","modified_gmt":"2023-10-31T10:37:52","slug":"tlumaczenia-marketingowe","status":"publish","type":"post","link":"https:\/\/www.atominium.com\/pl\/blog\/tlumaczenia-marketingowe\/","title":{"rendered":"T\u0142umaczenia marketingowe"},"content":{"rendered":"<p style=\"text-align: justify;\">Symbol popkultury, marka rozpoznawalna na ca\u0142ym \u015bwiecie. Nap\u00f3j, kt\u00f3ry dziennie kupuje ponad miliard ludzi na \u015bwiecie \u2013 Coca-Cola. Dlaczego w tak kr\u00f3tkim czasie osi\u0105gn\u0119\u0142a ogromny sukces? Sekret nie tkwi\u0142 przecie\u017c w genialnej kampanii reklamowej \u2013 polega\u0142 on na stworzeniu ca\u0142kowicie nowego rynku, kt\u00f3ry do tej pory nie istnia\u0142: rynku napoj\u00f3w colopodobnych.<\/p>\n<p style=\"text-align: justify;\">Dzisiaj Coca-Cola to mi\u0119dzynarodowy gigant, kt\u00f3ry dba o swoich klient\u00f3w na ca\u0142ym \u015bwiecie. To w\u0142a\u015bnie z my\u015bl\u0105 o nich koncern stosuje strategie adaptacyjne, dostosowuj\u0105c si\u0119 do rynk\u00f3w zagranicznych. Dzia\u0142ania te polegaj\u0105 mi\u0119dzy innymi na modyfikacji smaku czy w\u0142a\u015bciwo\u015bci napoju \u2013 w krajach arabskich Coca-Cola jest troch\u0119 s\u0142odsza, natomiast na rynkach afryka\u0144skich mniej gazowana. Adaptacji podlega tak\u017ce wygl\u0105d opakowania \u2013 zdarza si\u0119, \u017ce nazwa napoju jest t\u0142umaczona, a raczej zapisywana w innych alfabetach (w cyrylicy, po hebrajsku czy po chi\u0144sku).<\/p>\n<p style=\"text-align: justify;\">W przypadku Coca-Coli nazwa produktu jest jednocze\u015bnie cz\u0119\u015bci\u0105 logo. Z tego powodu modyfikacja tak istotnego elementu identyfikacyjnego mo\u017ce mie\u0107 z jednej strony pozytywny wp\u0142yw na lokalny rynek, z drugiej strony mo\u017ce jednak wprowadzi\u0107 w b\u0142\u0105d potencjalnych klient\u00f3w \u2013 obecnie w\u0142a\u015bciwie ka\u017cdy mniejszy rynek ma swoj\u0105 w\u0142asn\u0105 \u201eodmian\u0119\u201d coli (legalne jest nawet u\u017cywanie w nazwie s\u0142owa \u201ecola\u201d), kt\u00f3ra mo\u017ce by\u0107 \u0142atwo pomylona z orygina\u0142em.<\/p>\n<p style=\"text-align: justify;\">W obliczu ca\u0142ej strategii marketingowej marki tego rodzaju dylematy <a href=\"https:\/\/www.atominium.com\">t\u0142umaczeniowe<\/a> zdaj\u0105 si\u0119 jednak nie mie\u0107 wi\u0119kszego znaczenia. Przekazy reklamowe Coca-Coli s\u0105 bowiem na tyle uniwersalne i bazuj\u0105ce na warto\u015bciach istotnych we wszystkich kr\u0119gach kulturowych (rado\u015b\u0107, m\u0142odo\u015b\u0107, muzyka), \u017ce s\u0142owa stanowi\u0105 tylko kropk\u0119 nad \u201ei\u201d.<\/p>\n<p style=\"text-align: justify;\">By\u0107 mo\u017ce z tego powodu slogany reklamowe Coca-Coli czasami nie s\u0105 nawet t\u0142umaczone \u2013 polscy konsumenci pewnie nie zwracaj\u0105 uwagi na to, \u017ce prezentowane w mediach has\u0142a w j\u0119zyku polskim (\u201eZawsze Coca-Cola\u201d) wyst\u0119puj\u0105 obok tych w j\u0119zyku angielskim \u2013 \u201eCoca-Cola. Enjoy\u201d. Wygl\u0105da na to, \u017ce prostota i emocje to w marketingu po\u0142\u0105czenie, kt\u00f3re zawsze si\u0119 sprawdza \u2013 i <a href=\"https:\/\/www.atominium.com\">t\u0142umaczenia<\/a> staj\u0105 si\u0119 wtedy zb\u0119dne.<\/p>\n<p style=\"text-align: justify;\">\n<p style=\"text-align: right;\">N.L.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Slogany reklamowe Coca-Coli czasami nie s\u0105 nawet t\u0142umaczone \u2013 polscy konsumenci pewnie nie zwracaj\u0105 uwagi na to, \u017ce prezentowane w mediach has\u0142a w j\u0119zyku polskim (\u201eZawsze Coca-Cola\u201d) wyst\u0119puj\u0105 obok tych w j\u0119zyku angielskim \u2013 \u201eCoca-Cola. Enjoy\u201d.<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39],"tags":[1627,1643,1644,21,29],"class_list":["post-4981","post","type-post","status-publish","format-standard","hentry","category-marketing-2","tag-coca-cola","tag-marka-globalna","tag-symbol-popkultury","tag-tlumaczenia","tag-tlumaczenia-marketingowe"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>T\u0142umaczenia marketingowe | Biuro t\u0142umacze\u0144 Atominium<\/title>\n<meta name=\"description\" content=\"W jaki spos\u00f3b t\u0142umaczenia marketingowe mog\u0105 wp\u0142yn\u0105\u0107 na Twoj\u0105 mark\u0119? 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