the poles and the czechs in advertisements
- INTIMATE CULTURAL CONNECTIONS
Magdalena Klich
tyskie
an advert of Polish beer in Poland
- an example of treating the Czechs as father figure for Poland
Reason to Believe (RtB)
budweiser budvar
an advert of Czech beer in Poland
- an example of treating the Czechs as a funny neighbour
Unique Selling Proposition (USP)
Reason to believe (RTB)
RTB provides proof that the brand delivers the benefits that it promises to deliver, and that the benefits are true and credible.
http://www.youtube.com/watch?v=JSwt9muxfPw
http://www.youtube.com/watch?v=TiRWTMs6acU
Tyskie
Unique selling proposition (USP)
USP is a great way to sell your product. The definition can be summarized in one short sentence:
why buy yours instead of the others?
http://www.youtube.com/watch?v=HHQIY3X2Fd0
http://www.youtube.com/watch?v=QEooXWKHD4w
why drevny kocur?
- to highlight this beer comes from the Czech Republic
- to be an excel in something
czech language = funny language
1) diminutives
mother = maminka = mama
father = tatínek = tata
grandmother = babička = babcia
2) equivoques
april = duben = kwiecień
may = květen = maj
czech language = funny language
drevny kocur = woody tomcat ------> squirell
kopana kulećka = foot small ball -------> football
summary
to gain an insight into advertising area
(RtB, USP, brand hero)
to enlarge your knowledge
about cultural language differences
sources
www.brandeo.com/reason%20to%20believe
http://ftpsuperbrands.home.pl/SB1_pdf/Tyskie.pdf
http://sales.about.com/od/leadgeneration/tp/Unique-Selling-Proposition-Examples.htm
http://socialpress.pl/2010/10/case-study-drevny-kocur-oczarowal-internautow/
THANK YOU FOR YOUR ATTENTION
The Poles and the Czech in advertisements
By Magdalena Klich
The Poles and the Czech in advertisements
- intimate cultural connections
