The linguistic realization of the adveritising slogan as an integral part of the long-term value of the brand

V grobem je bistvo oglaševanja potencialnemu potrošniku podati informacije o prednostih posameznega izdelka ali storitve, ki ga prodaja neko podjetje, in kupca prepričati, da namesto pri konkurenci svoj denar zapravi pri njih. Za uspešno oglaševanje je nujno potrebna strateško načrtovana korporativna identiteta tržne znamke, katere sestavni del sta tudi pozicijska izjava in krovni oglasni slogan. Oba pomembno vplivata na potrošnikov priklic tržne znamke, zato nas zanima, kako jezikovne izbire v oglasnih sloganih pripomorejo pri gradnji dolgoročne vrednosti tržne znamke. Da bi bile ugotovitve čim bolj celostne in relevantne, je magistrska raziskava interdisciplinarna, snovanje učinkovitega slogana namreč ni samo komunikološki oziroma samo jezikovni proces. Da bi razumeli pomen jezikovnih sredstev, moramo najprej poznati ključne sestavine, ki tržno znamko tvorijo in jo pozicionirajo na trgu. Teoretični del se osredotoča na ključne komunikacijske in jezikoslovne pojme ter vsebuje pregled relevantnih teoretičnih prispevkov o vplivu jezika na priklic oziroma učinkovitost sloganov. Empirični del sestavljata lastna kvalitativna in kvantitativna analiza krovnih oglasnih sloganov izbranih trgovcev na drobno v Sloveniji, ki je opravljena na vzorcu 229 respondentov. Raziskava je pokazala, da na priklic sloganov jezik precej vpliva, bolj je ta stilno zaznamovan, drugačen, inovativen in izviren, večja je stopnja zapomnljivosti.Generally speaking, the essence of advertising is to give a potential consumer information about the benefits of a particular product or service sold by a company and to advance them from competition in the eyes of the consumer. Successful advertising requires a strategically planned corporate brand identity. This includes a position statement and advertising slogan, which have a significant impact on consumer brand recall. Therefore, we are interested in the role of language choices in advertising slogans and how they help in building a long-term brand value. In order for the findings to be as comprehensive and relevant as possible, the present master\u27s research is interdisciplinary, namely the design of an effective slogan is not only a communicative or only a linguistic process. To understand the importance of language resources, we must first know the key components that make up a brand and position it in the market. The theoretical part focuses on key communication and linguistic concepts and contains an overview of relevant theoretical contributions on the influence of language on the recall or effectiveness of slogans. The empirical part consists of qualitative and quantitative analysis of the umbrella advertising slogans of selected retailers in Slovenia, the latter being performed on a sample of 229 respondents. Research has shown that the invocation of slogans is greatly influenced by language. Meaning, the more stylistically marked, different, innovative and original the slogan is, the higher the level of memorability