{"id":1105,"date":"2021-04-13T08:55:19","date_gmt":"2021-04-13T07:55:19","guid":{"rendered":"http:\/\/blogs.uao.es\/llengues\/?p=1105"},"modified":"2021-04-15T09:50:18","modified_gmt":"2021-04-15T08:50:18","slug":"video-de-marca-un-nou-terme-de-la-publicitat","status":"publish","type":"post","link":"https:\/\/blogs.uao.es\/llengues\/2021\/04\/13\/video-de-marca-un-nou-terme-de-la-publicitat\/","title":{"rendered":"&#8220;V\u00eddeo de marca&#8221;: un nou terme de la publicitat"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1110\" src=\"http:\/\/blogs.uao.es\/llengues\/wp-content\/uploads\/sites\/27\/2021\/04\/steven-van-bTPP3jBnOb8-unsplash-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1708\" srcset=\"https:\/\/blogs.uao.es\/llengues\/wp-content\/uploads\/sites\/27\/2021\/04\/steven-van-bTPP3jBnOb8-unsplash-scaled.jpg 2560w, https:\/\/blogs.uao.es\/llengues\/wp-content\/uploads\/sites\/27\/2021\/04\/steven-van-bTPP3jBnOb8-unsplash-405x270.jpg 405w, https:\/\/blogs.uao.es\/llengues\/wp-content\/uploads\/sites\/27\/2021\/04\/steven-van-bTPP3jBnOb8-unsplash-1024x683.jpg 1024w, https:\/\/blogs.uao.es\/llengues\/wp-content\/uploads\/sites\/27\/2021\/04\/steven-van-bTPP3jBnOb8-unsplash-768x512.jpg 768w, https:\/\/blogs.uao.es\/llengues\/wp-content\/uploads\/sites\/27\/2021\/04\/steven-van-bTPP3jBnOb8-unsplash-1536x1025.jpg 1536w, https:\/\/blogs.uao.es\/llengues\/wp-content\/uploads\/sites\/27\/2021\/04\/steven-van-bTPP3jBnOb8-unsplash-2048x1367.jpg 2048w, https:\/\/blogs.uao.es\/llengues\/wp-content\/uploads\/sites\/27\/2021\/04\/steven-van-bTPP3jBnOb8-unsplash-272x182.jpg 272w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>Saps qu\u00e8 \u00e9s un\u00a0<strong><em>brand film<\/em><\/strong>? Fins fa poc, aquest terme angl\u00e8s no tenia un equivalent en catal\u00e0. Ara, gr\u00e0cies a la recerca de l&#8217;\u00c0rea de Publicitat i Relacions P\u00fabliques i a l&#8217;assessorament del Servei de Lleng\u00fces, ja n&#8217;hi ha un: <em><strong>v\u00eddeo de marca<\/strong>.\u00a0<\/em><\/p>\n<h3>Qu\u00e8 \u00e9s un v\u00eddeo de marca?<\/h3>\n<p>Un v\u00eddeo de marca \u00e9s un &#8220;v\u00eddeo d&#8217;estil cinematogr\u00e0fic de durada curta en qu\u00e8 les marques presenten la seva identitat, valors i missi\u00f3&#8221;. No \u00e9s un anunci, perqu\u00e8 no vol vendre cap producte en concret, i tampoc no \u00e9s un curt cinematogr\u00e0fic, perqu\u00e8 la voluntat \u00e9s donar a con\u00e8ixer una marca comercial. Els v\u00eddeos seg\u00fcents s\u00f3n uns quants exemples de v\u00eddeos de marca.<\/p>\n<p><iframe loading=\"lazy\" title=\"Reebok - Be More Human - Brand film\" width=\"1160\" height=\"653\" src=\"https:\/\/www.youtube.com\/embed\/02p7JQGOEBc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><iframe loading=\"lazy\" title=\"Volvo CE \u2013 Building Tomorrow \u2013 Brand Film\" width=\"1160\" height=\"653\" src=\"https:\/\/www.youtube.com\/embed\/_RNPNlqxKJE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><iframe loading=\"lazy\" title=\"UNIQLO BRAND FILM\" width=\"1160\" height=\"653\" src=\"https:\/\/www.youtube.com\/embed\/m-yqlic0bV4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<h3>Com s&#8217;ha normalitzat el terme?<\/h3>\n<p>Normalitzar vol dir torbar la forma catalana dels termes que s\u00f3n nous a la llengua. Normalment, aquests termes apareixen en els llenguatges especialitzats, ja siguin cient\u00edfics, t\u00e8cnics o human\u00edstics. Per al catal\u00e0, aquesta funci\u00f3 la t\u00e9 assignada el <a href=\"https:\/\/www.termcat.cat\/ca\" target=\"_blank\" rel=\"noopener\"><strong>Termcat, el Centre de Terminolgia de Catalunya<\/strong><\/a>. La seva feina \u00e9s proposar i aprovar les formes catalanes dels termes que fins ara no en tenien o per als quals se n&#8217;utilitzava una que no era prou adequada des del punt ling\u00fc\u00edstic o terminol\u00f2gic.<\/p>\n<p>En el cas del <em><strong>v\u00eddeo de marca<\/strong>,\u00a0<\/em>un article cient\u00edfic de l&#8217;\u00c0rea de Publicitat i Relacions P\u00fabliques el contenia en angl\u00e8s (<em>brand film<\/em>). A partir d&#8217;aqu\u00ed, el Servei de Lleng\u00fces, en fer-ne la revisi\u00f3, el va localitzar i va fer una recerca per trobar-hi una forma equivalent en catal\u00e0. Abans d&#8217;utilitzar-la, va adre\u00e7ar una consulta al Termcat amb les propostes\u00a0<strong><em>v\u00eddeo de marca, pel\u00b7l\u00edcula de marca<\/em><\/strong>\u00a0i\u00a0<em><strong>film de marca<\/strong>.\u00a0<\/em>Finalment, el Termcat les va avaluar, les va aprovar i va publicar una nova fitxa terminol\u00f2gica al seu diccionari en l\u00ednia. La fitxa cont\u00e9 la forma en catal\u00e0, en castell\u00e0 i en angl\u00e8s, i una descripci\u00f3 del terme. Com a forma preferent ha aprovat <em>v\u00eddeo de marca<\/em>, per\u00f2 tamb\u00e9 recull com a sin\u00f2nims complementaris les formes <em>pel\u00b7l\u00edcula de marca<\/em>\u00a0i\u00a0<em>film de marca.\u00a0<\/em><\/p>\n<p>La <strong>terminologia<\/strong> \u00e9s un dels trets caracter\u00edstics del llenguatge especialitzat i dels textos especialitzats; de fet, podr\u00edem dir que com m\u00e9s unitats terminol\u00f2giques t\u00e9 un text, m\u00e9s especialitzat \u00e9s. En el nostre \u00e0mbit, l&#8217;universitari, els articles cient\u00edfics s\u00f3n una font insaciable de novetats terminol\u00f2giques, sobretot provinents de l&#8217;angl\u00e8s, per la preemin\u00e8ncia que aquesta llengua t\u00e9 en el m\u00f3n de la recerca. Per tant, \u00e9s molt important que, en catal\u00e0, disposem d&#8217;una terminologia normalitzada extensa amb la qual puguem contribuir a la qualitat dels textos especialitzats en la nostra llengua.<\/p>\n<p><a href=\"https:\/\/www.termcat.cat\/ca\/cercaterm\/fitxa\/NDUxNzg4OA%3D%3D\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1107 aligncenter\" src=\"http:\/\/blogs.uao.es\/llengues\/wp-content\/uploads\/sites\/27\/2021\/04\/Captura-de-pantalla-2021-04-13-094123.jpg\" alt=\"\" width=\"1011\" height=\"651\" srcset=\"https:\/\/blogs.uao.es\/llengues\/wp-content\/uploads\/sites\/27\/2021\/04\/Captura-de-pantalla-2021-04-13-094123.jpg 1011w, https:\/\/blogs.uao.es\/llengues\/wp-content\/uploads\/sites\/27\/2021\/04\/Captura-de-pantalla-2021-04-13-094123-419x270.jpg 419w, https:\/\/blogs.uao.es\/llengues\/wp-content\/uploads\/sites\/27\/2021\/04\/Captura-de-pantalla-2021-04-13-094123-768x495.jpg 768w\" sizes=\"auto, (max-width: 1011px) 100vw, 1011px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Saps qu\u00e8 \u00e9s un\u00a0brand film? Fins fa poc, aquest terme angl\u00e8s no tenia un equivalent en catal\u00e0. Ara, gr\u00e0cies a la recerca de l&#8217;\u00c0rea de&hellip;<\/p>\n","protected":false},"author":80,"featured_media":1110,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[49],"tags":[345,403,36,55],"class_list":["post-1105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-llengua","tag-neologismes","tag-publicitat","tag-termcat","tag-terminologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>&quot;V\u00eddeo de marca&quot;: un nou terme de la publicitat - Blog de Lleng\u00fces<\/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:\/\/blogs.uao.es\/llengues\/2021\/04\/13\/video-de-marca-un-nou-terme-de-la-publicitat\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"&quot;V\u00eddeo de marca&quot;: un nou terme de la publicitat - Blog de Lleng\u00fces\" \/>\n<meta property=\"og:description\" content=\"Saps qu\u00e8 \u00e9s un\u00a0brand film? 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