{"id":37587,"date":"2025-04-09T20:22:13","date_gmt":"2025-04-09T18:22:13","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=233136"},"modified":"2025-04-10T08:05:21","modified_gmt":"2025-04-10T06:05:21","slug":"blueten-und-perlen-heute-schon-gebostitched","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2025-04-09\/blueten-und-perlen-heute-schon-gebostitched\/","title":{"rendered":"Fiori e perline: gi\u00e0 \"cuciti\" oggi?"},"content":{"rendered":"

\"\"<\/a><\/p>\r\n

Se il nome del vostro marchio o prodotto entra nel dizionario, allora \"ce l'avete fatta\". La fase preliminare \u00e8 l'utilizzo come verbo o termine ombrello. Naturalmente, questo accade molto raramente e questa esclusivit\u00e0 lo rende di per s\u00e9 una sorta di onore. Ma questa quasi-immortalit\u00e0 pu\u00f2 essere piegata in qualche modo?<\/p>\r\n

Quando viene lanciato un nuovo marchio o un nuovo prodotto, gli esperti di marketing pi\u00f9 avveduti amano verificare brevemente se le proposte di nome che circolano possano essere utilizzate anche come verbo o come termine ombrello. Ma questo non \u00e8 affatto rilevante. Dopo tutto, il linguaggio pu\u00f2 fare quasi tutto e il fatto che suoni \"bene\" alla fine non ha molta importanza. Se qualcuno avesse avuto questi pensieri all'epoca dell'azienda \"Bostitch\" negli Stati Uniti: Chapeau! Ma allora il prodotto o l'azienda avrebbero probabilmente un nome diverso. Non c'\u00e8 niente di pi\u00f9 strano.<\/p>\r\n

Cucitrice? Cucitrice? <\/strong><\/h3>\r\n

Ma Bostitch ha appena risolto un problema. E non stiamo parlando dei fogli di carta sciolti che svolazzano in giro. A quanto pare, almeno in Svizzera, non esisteva un nome soddisfacente per questo dispositivo e per l'attivit\u00e0 ad esso associata, per cui \u00e8 stato rapidamente coniato il nome della societ\u00e0 Bostitch. Questo dispositivo e l'attivit\u00e0 ad esso associata non esistevano nemmeno in Svizzera? Oppure \"cucitrice\" e \"dispositivo di cucitura\" erano semplicemente troppo tedeschi? In ogni caso, il nome ha colpito nel segno, riempiendo un vuoto linguistico. Cos\u00ec bene, infatti, che molte persone non si rendono nemmeno pi\u00f9 conto che Bostitch non \u00e8 un dispositivo, ma un'azienda. Alcuni pensano addirittura che si tratti di un termine tecnico del settore della cartoleria.<\/p>\r\n

Si potrebbe obiettare che sarebbe il caso peggiore se il prodotto avesse un enorme successo - ma purtroppo il nome non pu\u00f2 essere usato come verbo! Come nel caso di Galaxus: Or have you ever galaxed today (o sarebbe \"gelaxt\" o \"geg\u00f6laxt\", come un misto di geg\u00f6nnt e Galaxus)? Il problema qui \u00e8 che galaxus non risolve un problema linguistico perch\u00e9 non c'\u00e8 alcun problema: Non c'\u00e8 semplicemente bisogno di trovare un'altra parola per \"bestellen\" o \"Onlineshop\". Questa \u00e8 una sfortuna per Galaxus.<\/p>\r\n

Creare il problema e poi risolverlo<\/strong><\/h3>\r\n

Anche il nome \"Google\" non \u00e8 affatto una buona verbalizzazione, ma si \u00e8 insinuato senza esitazione. Perch\u00e9 \u00e8 semplicemente meglio di \"cercare qualcosa su Internet tramite un motore di ricerca\". Con \"Twinten\", l'attivit\u00e0 corrispondente semplicemente non esisteva prima del prodotto - una verbalizzazione forzata, per cos\u00ec dire. O per dirla in altro modo: insieme al prodotto, Twint ha creato anche il problema linguistico che ha immediatamente risolto di nuovo.<\/p>\r\n

Certo: col senno di poi, tutto sembra in qualche modo logico. Ma prima di pensare all'applicazione verbale pi\u00f9 elegante del nome di un nuovo marchio o di un prodotto, \u00e8 bene chiedersi se esista una necessit\u00e0 o una lacuna linguistica che possa essere colmata. E anche in questo caso, se Bostitch entra nel linguaggio quotidiano, possono farlo anche altri.<\/p>\r\n

Naturalmente, ci sono anche questi tentativi disperati di inserire il nome come verbo o termine ombrello attraverso la pubblicit\u00e0. Come \"Nogger yourself one!\". Basta cercare su Google, preferibilmente con una ricerca per immagini. Insieme a questo aspetto assurdo, era abbastanza strano che lo slogan venisse abbandonato con sarcasmo. Dopotutto, \u00e8 diventato praticamente immortale come esempio dubbio ma molto utilizzato del problema in questione.<\/p>\r\n

\r\n

Analizzato dal 2025\u00a0Sarah Pally<\/strong> Nella sua rubrica \"Fiori e perle\", utilizza termini legati al settore e li commenta con un tocco personale, dal punto di vista linguistico, e con una visione precisa degli sviluppi del settore. <\/em>Pally \u00e8 partner dell'agenzia Partner & Partner di Winterthur. Da 15 anni \u00e8 specializzata in content marketing, testi\/concetti e storytelling nel settore della comunicazione e del marketing.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Sarah Pally, linguista e partner dell'agenzia Partner & Partner, nella sua rubrica \"Fiori e perle\" analizza da vicino il linguaggio (pubblicitario). Questa volta si tratta di prodotti e marchi che si sono insinuati nel linguaggio quotidiano.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Kolumne","_yoast_wpseo_metadesc":"Sarah Pally, Linguistin und Partnerin bei der Agentur Partner & Partner, nimmt in ihrer Kolumne \u00abBl\u00fcten und Perlen\u00bb die (Werbe-)Sprache unter die Lupe.","articlekey":"","footnotes":""},"categories":[29],"tags":[5072,306,4343],"class_list":["post-37587","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-blueten-und-perlen","tag-kolumne","tag-markom"],"acf":[],"yoast_head":"\nBl\u00fcten und Perlen: Heute schon \u00abgebostitched\u00bb? - Organisator<\/title>\n<meta name=\"description\" content=\"Sarah Pally, Linguistin und Partnerin bei der Agentur Partner & Partner, nimmt in ihrer Kolumne \u00abBl\u00fcten und Perlen\u00bb die (Werbe-)Sprache unter die Lupe.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/it\/marketing\/2025-04-09\/blueten-und-perlen-heute-schon-gebostitched\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bl\u00fcten und Perlen: Heute schon \u00abgebostitched\u00bb? 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