{"id":6940,"date":"2017-12-10T09:12:24","date_gmt":"2017-12-10T09:12:24","guid":{"rendered":"https:\/\/archive.iask.hu\/hu?p=6940&preview=true&preview_id=6940"},"modified":"2018-05-15T14:35:32","modified_gmt":"2018-05-15T14:35:32","slug":"kovacs-laszlo-marka-es-markanev","status":"publish","type":"post","link":"https:\/\/archive.iask.hu\/hu\/kovacs-laszlo-marka-es-markanev\/","title":{"rendered":"Kov\u00e1cs L\u00e1szl\u00f3: M\u00e1rka \u00e9s m\u00e1rkan\u00e9v"},"content":{"rendered":"

Kov\u00e1cs L\u00e1szl\u00f3: M\u00e1rka \u00e9s m\u00e1rkan\u00e9v : M\u00e1rkakutat\u00e1s \u00e9s nyelv\u00e9szet – metsz\u00e9spontok, lehet\u0151s\u00e9gek, kih\u00edv\u00e1sok<\/p><\/blockquote>\n

\"\"A m\u00e1rk\u00e1kkal foglalkoz\u00f3 szakirodalom Magyarorsz\u00e1gon t\u00f6bbnyire a marketing, illetve a gazdas\u00e1gtudom\u00e1ny eszk\u00f6zeivel \u00e9s n\u00e9z\u0151pontj\u00e1b\u00f3l vizsg\u00e1lja a m\u00e1rk\u00e1k tulajdons\u00e1gait.<\/p>\n

A m\u00e1rk\u00e1k (pontosabban a m\u00e1rkanevek) ugyanakkor nyelvi jelek is: sz\u00f3k\u00e9szlet\u00fcnk \u00e9s ment\u00e1lis lexikonunk r\u00e9szei. Ebb\u0151l k\u00f6vetkezik, hogy a m\u00e1rkanevek nyelv\u00e9szeti, k\u00f6zelebbr\u0151l alkalmazott nyelv\u00e9szeti eszk\u00f6z\u00f6kkel \u00e9s m\u00f3dszerekkel is vizsg\u00e1lhat\u00f3k.<\/p>\n

Jelen k\u00f6tet els\u0151dleges c\u00e9lja, hogy bemutassa, milyen (alkalmazott) nyelv\u00e9szeti eszk\u00f6z\u00f6k, milyen form\u00e1ban haszn\u00e1lhat\u00f3ak a m\u00e1rk\u00e1k \u00e9s a m\u00e1rkanevek vizsg\u00e1lat\u00e1ban \u00e9s hogy a(z) (alkalmazott) nyelvtudom\u00e1ny mivel tud hozz\u00e1j\u00e1rulni egyr\u00e9szt a a m\u00e1rk\u00e1k pontosabb megismer\u00e9s\u00e9hez, m\u00e1sr\u00e9szt a m\u00e1rk\u00e1k \u00e9rt\u00e9k\u00e9nek n\u00f6vel\u00e9s\u00e9hez.<\/p>\n

A m\u00e1rk\u00e1k \u00e9s a m\u00e1rkanevek azonban csak akkor lesznek er\u0151sek, a m\u00e1rk\u00e1k pedig ezzel egy\u00fctt sikeresek, ha a m\u00e1rka \u00e9s annak neve beker\u00fcl a ment\u00e1lis lexikonunkba, majd ott r\u00f6gz\u00fcl. Ez az integr\u00e1ci\u00f3s folyamat azt eredm\u00e9nyezi, hogy a m\u00e1rka neve a ment\u00e1lis lexikon m\u00e1s elemeivel (k\u00f6znyelvi szavakkal, m\u00e1s tulajdonnevekkel, m\u00e1rkanevekkel) kapcsolatokat alak\u00edt ki. A bemutatott empirikus kutat\u00e1s ez\u00e9rt azt vizsg\u00e1lja, hogy milyen t\u00e9nyez\u0151k befoly\u00e1solj\u00e1k a m\u00e1rkanevek kapcsolatrendszer\u00e9t a ment\u00e1lis lexikonban.<\/p>\n

A k\u00f6tet els\u0151sorban interdiszciplin\u00e1ris szakmai – egyar\u00e1nt nyelv\u00e9sz \u00e9s marketingszakember – c\u00e9lk\u00f6z\u00f6ns\u00e9get szem el\u0151tt tartva k\u00e9sz\u00fclt; haszonnal forgathatja azonban mindenki, aki nyelv\u00e9szeti szempontb\u00f3l szeretne a m\u00e1rk\u00e1khoz k\u00f6zel\u00edteni, \u00e9s szeretn\u00e9 meg\u00e9rteni, hogy mi\u00e9rt fontos a m\u00e1rk\u00e1k nev\u00e9nek nyelv\u00e9szeti ind\u00edttat\u00e1s\u00fa vizsg\u00e1lata.<\/p>\n

 <\/p>\n

Kiad\u00f3: Tinta K\u00f6nyvkiad\u00f3
\n<\/strong>2017<\/strong>
\n358 oldal<\/strong>
\n987-963-409-113-4<\/strong><\/p>\n

A k\u00f6nyv megv\u00e1s\u00e1rolhat\u00f3 ITT<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Kov\u00e1cs L\u00e1szl\u00f3: M\u00e1rka \u00e9s m\u00e1rkan\u00e9v : M\u00e1rkakutat\u00e1s \u00e9s nyelv\u00e9szet – metsz\u00e9spontok, lehet\u0151s\u00e9gek, kih\u00edv\u00e1sok A m\u00e1rk\u00e1kkal foglalkoz\u00f3 szakirodalom Magyarorsz\u00e1gon t\u00f6bbnyire a marketing, illetve a gazdas\u00e1gtudom\u00e1ny eszk\u00f6zeivel \u00e9s n\u00e9z\u0151pontj\u00e1b\u00f3l vizsg\u00e1lja a m\u00e1rk\u00e1k tulajdons\u00e1gait. A m\u00e1rk\u00e1k (pontosabban a m\u00e1rkanevek) ugyanakkor nyelvi jelek is: sz\u00f3k\u00e9szlet\u00fcnk \u00e9s ment\u00e1lis lexikonunk r\u00e9szei. Ebb\u0151l k\u00f6vetkezik, hogy a m\u00e1rkanevek nyelv\u00e9szeti, k\u00f6zelebbr\u0151l alkalmazott nyelv\u00e9szeti eszk\u00f6z\u00f6kkel…<\/p>\n","protected":false},"author":209,"featured_media":6943,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[163,238],"tags":[],"yoast_head":"\nKov\u00e1cs L\u00e1szl\u00f3: M\u00e1rka \u00e9s m\u00e1rkan\u00e9v - iASK - Fels\u0151bbfok\u00fa Tanulm\u00e1nyok Int\u00e9zete, K\u0151szeg<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/archive.iask.hu\/hu\/kovacs-laszlo-marka-es-markanev\/\" \/>\n<meta property=\"og:locale\" content=\"hu_HU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kov\u00e1cs L\u00e1szl\u00f3: M\u00e1rka \u00e9s m\u00e1rkan\u00e9v - iASK - Fels\u0151bbfok\u00fa Tanulm\u00e1nyok Int\u00e9zete, K\u0151szeg\" \/>\n<meta property=\"og:description\" content=\"Kov\u00e1cs L\u00e1szl\u00f3: M\u00e1rka \u00e9s m\u00e1rkan\u00e9v : M\u00e1rkakutat\u00e1s \u00e9s nyelv\u00e9szet – metsz\u00e9spontok, lehet\u0151s\u00e9gek, kih\u00edv\u00e1sok A m\u00e1rk\u00e1kkal foglalkoz\u00f3 szakirodalom Magyarorsz\u00e1gon t\u00f6bbnyire a marketing, illetve a gazdas\u00e1gtudom\u00e1ny eszk\u00f6zeivel \u00e9s n\u00e9z\u0151pontj\u00e1b\u00f3l vizsg\u00e1lja a m\u00e1rk\u00e1k tulajdons\u00e1gait. 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