{"id":175,"date":"2012-05-23T08:02:29","date_gmt":"2012-05-23T06:02:29","guid":{"rendered":"http:\/\/www.byvanie-praca-relax.sk\/Index.php\/?p=175"},"modified":"2016-11-11T14:33:46","modified_gmt":"2016-11-11T12:33:46","slug":"spolocny-ciel","status":"publish","type":"post","link":"https:\/\/www.byvanie-praca-relax.sk\/index.php\/praca\/spolocny-ciel\/","title":{"rendered":"Spolo\u010dn\u00fd cie\u013e"},"content":{"rendered":"<p>Nilofer Merchant ned\u00e1vno vyhl\u00e1sila marketing za m\u0155tvy. Pod\u013ea jej pr\u00edspevku, v ktorom niet ani trochu sentiment\u00e1lnosti z tejto smrti, by sme mali slovo marketing nahradi\u0165 v\u00fdrazom <strong>spolo\u010dn\u00fd cie\u013e<\/strong>. Vysvet\u013euje, \u017ee <strong>spolo\u010dn\u00fd cie\u013e<\/strong> sl\u00fa\u017ei ako odrazov\u00fd most\u00edk &#8220;zapojenia sa do spolo\u010denstva. \u013du\u010fom viac nevysvet\u013eujete svoj produkt, to, \u010do pon\u00fakate, s nimi odteraz spoluvytv\u00e1rate.\u201d<\/p>\n<p>Koncepcia <strong>spolo\u010dn\u00e9ho cie\u013ea<\/strong> je skuto\u010dn\u00e1 pecka nie preto, \u017ee by bola schopn\u00e1 nahradi\u0165 marketing, ale preto, \u017ee ide do h\u013abky. Men\u00ed lingvistick\u00fd r\u00e1mec, v ktorom sa obchodn\u00edci vyjadruj\u00fa a pom\u00e1ha im lep\u0161ie pochopi\u0165 svoju \u00falohu v sklada\u010dke, ktor\u00fa v spotrebnej spolo\u010dnosti vytv\u00e1ra <strong>spolo\u010dn\u00fd cie\u013e<\/strong>. Nikdy neuspejeme, ak sa budeme tv\u00e1ri\u0165 ako znepriatelen\u00ed bojovn\u00edci. Nepotrebujeme teda lep\u0161ie zbrane, ale posun v re\u010di marketingu, ktorej tak prinavr\u00e1time zdanlivo straten\u00fd hlas. Ak medzi sebou (nielen) lingvisti navz\u00e1jom s\u00fahlasia, tak potom najm\u00e4 v tom, \u017ee slov\u00e1 maj\u00fa moc. (Ich \u00fa\u010dinok si nechceme pripusti\u0165.)<\/p>\n<p>Svojim naroden\u00edm vstupuj\u00fa \u013eudia do kult\u00fary, kde jazykovo podmienen\u00e9 vyjadrovacie prostriedky nab\u00e1daj\u00fa myslie\u0165 ist\u00fdm sp\u00f4sobom a ignorova\u0165 tie aspekty skuto\u010dnosti, na ktor\u00e9 sa ich jazyk nes\u00fastre\u010fuje. George Lakoff a Mark Johnson odha\u013euj\u00fa vo svojej priekopn\u00edckej knihe <em>Metaphors We Live By<\/em><em> schopnos\u0165 oby\u010dajnej metafory modelova\u0165 na\u0161u realitu. <\/em>Metafora je pod\u013ea lingvistu Benjamina Lee Whorfa s\u00fastredenie \u201ckaleidoskopick\u00e9ho toku vnemov\u201d n\u00e1\u0161ho sveta do verb\u00e1lneho vyjadrenia. Lakoff a Johnson \u201crozpitvali\u201d na d\u00f4kaz jazyk argument\u00e1cie, v ktorom je dominantnou metaforou z\u00e1padnej kult\u00fary vojna:<\/p>\n<p>Your claims are <em>indefensible<\/em>. (v sloven\u010dine hovor\u00edme obdobne \/nejde tu o preklad, ale paralelu\/:\u201dJeho tvrdenia boli <strong>nepriestreln<\/strong><strong>\u00e9<\/strong>.\u201c<\/p>\n<p>He <em>attacked <\/em>every weak point in my argument. (<strong>Za\u00fato\u010dil <\/strong>na slabiny protivn\u00edka)<br \/>\nHis criticisms were<em> right on target<\/em>. (Kritika <strong>trafila do \u010dierneho<\/strong>)<br \/>\nI <em>demolished <\/em>his argument. (Moja presved\u010div\u00e1 argument\u00e1cia <strong>zni\u010dila<\/strong> jeho obhajobu)<br \/>\nI&#8217;ve never <em>won <\/em>an argument with him. (E\u0161te nikdy t\u00fato debatu <strong>nevyhral<\/strong>)<\/p>\n<p>We take <em>aim <\/em>at our <em>target <\/em>market. (<strong>Vezmeme si na mu\u0161ku<\/strong> n\u00e1\u0161 cie\u013eov\u00fd trh)<br \/>\nWe <em>capture <\/em>or <em>defend <\/em>market share (<strong>Zabrali sme<\/strong> v\u00e4\u010d\u0161inu podielu na trhu\/ <strong>br\u00e1nime na\u0161u poz\u00edciu <\/strong>na trhu)<br \/>\nWe <em>seek to gain<\/em> shelf space. (<strong>Sna\u017e\u00edme sa z\u00edska\u0165<\/strong> viac reg\u00e1lov na vystavenie n\u00e1\u0161ho tovaru)<br \/>\nWe <em>attack <\/em>competition.<br \/>\nWe <em>win <\/em>customers.<\/p>\n<p>Vo svete, kde vl\u00e1dne <strong>spolo\u010dn\u00fd cie\u013e<\/strong> je potrebn\u00e1 nov\u00e1 metafora, tak\u00e1, ktor\u00e1 by ho vystihovala. Povedzme si, \u017ee marketing je tanec, kde sa obe strany pohybuj\u00fa vo vz\u00e1jomnom s\u00falade.<\/p>\n<p><strong>Spolo\u010dn\u00fdm cie\u013eom <\/strong>skupiny lingvistov v Iluminate a ich klientov je \u010do najdokonalej\u0161ie pochopenie metafor, pod\u013ea ktor\u00fdch rozm\u00fd\u0161\u013eaj\u00fa ich obchodn\u00ed partneri a z\u00e1kazn\u00edci vo svojich materinsk\u00fdch jazykoch a komunik\u00e1cia na\u0161ich metafor smerom k nim.<\/p>\n<p>Preto\u017ee metaforu len tak nevyg\u00faglite. Ale m\u00f4\u017ete n\u00e1m o tom nap\u00edsa\u0165.<\/p>\n<p>Pod\u013ea blogu Philipa Granofa v Harvard Business Review spracovala LG.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nilofer Merchant ned\u00e1vno vyhl\u00e1sila marketing za m\u0155tvy. Pod\u013ea jej pr\u00edspevku, v ktorom niet ani trochu sentiment\u00e1lnosti z tejto smrti, by sme mali slovo marketing nahradi\u0165&hellip;<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69,5,71],"tags":[30,59,43,65,64,63],"class_list":["post-175","post","type-post","status-publish","format-standard","hentry","category-firma-zivnost","category-praca","category-pracovne-pozicie-profesia","tag-jazyk","tag-lingvistika","tag-manazment","tag-marketing","tag-prekladatelstvo","tag-tlmocnictvo"],"_links":{"self":[{"href":"https:\/\/www.byvanie-praca-relax.sk\/index.php\/wp-json\/wp\/v2\/posts\/175","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.byvanie-praca-relax.sk\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.byvanie-praca-relax.sk\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.byvanie-praca-relax.sk\/index.php\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.byvanie-praca-relax.sk\/index.php\/wp-json\/wp\/v2\/comments?post=175"}],"version-history":[{"count":7,"href":"https:\/\/www.byvanie-praca-relax.sk\/index.php\/wp-json\/wp\/v2\/posts\/175\/revisions"}],"predecessor-version":[{"id":610,"href":"https:\/\/www.byvanie-praca-relax.sk\/index.php\/wp-json\/wp\/v2\/posts\/175\/revisions\/610"}],"wp:attachment":[{"href":"https:\/\/www.byvanie-praca-relax.sk\/index.php\/wp-json\/wp\/v2\/media?parent=175"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.byvanie-praca-relax.sk\/index.php\/wp-json\/wp\/v2\/categories?post=175"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.byvanie-praca-relax.sk\/index.php\/wp-json\/wp\/v2\/tags?post=175"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}