| Abstract [eng] |
As all commodities, books have their identification codes. Users identify books according to author, name, publishing house, typography, etc. These things in the book market are conceptualized as trademarks. This research concerns certain author, whose name can work as a strong motive in choosing a book to buy, as a trademark. In this work the term trademark is being understood as full range of associations that appear in the buyers mind when he/she sees or encounters an item, service or certain name, i. E. author’s name. When this element of a book overshadows the design of the book, the typography, publishing house or even the price of the book, i.e. determines the decision of the reader, it should be admitted that the author has already became a “trade mark”. The object of the research is supposed to help to answer the above mentioned questions. So the object of the recent work is the authors of the modern fiction whose creative output is the steady number of novels. The chosen authors are divided into two groups. The authors that will be considered to be trade marks are the following: Jurga Ivanauskaitė, Renata Šerelytė, Sigitas Parulskis, Juozas Erlickas (belonging to the first group) bei Edmundas Malūkas ir Edvinas Kalėda (belonging to the second group). The research formulates the hypothesis that for the meantime the only one real and thus the strongest “trademark” in the Lithuanian publishing market is the author Jurga Ivanauskaitė, therefore the analysis of her name as a trademark will be given the most attention. Other chosen authors are quite well known, readable, observable by critics or profitable, but conceptualizing them as trademarks is too venturesome. However, they have all possibilities to become such. The aim of this work is to confirm or deny the raised hypothesis (to prove that Lithuanian publishing market has encountered or has formed more trade marks). The tasks of this work are as follows: to define the means of the identification of a commodity by analyzing the concept of the trademark, to analyze the significance of the trademark in the book market, to form the potential scheme that could work as an example of creating the author’s trademark in the book market and that could help to analyze how authors become conceptualized as trademarks in Lithuanian book market (what means of approaching the user are employed and what are not turned to account). The method of this research: the analysis of statistical data (the published, reprinted, translated editions of certain pieces of fiction) and scientific literature. The research enables to draw a conclusion that the hypothesis has been proved, i.e. Jurga Ivanauskaitė for the meantime is the only Lithuanian author whose name can be conceptualized as a “trademark”. The works of Jurga Ivanauskaitė are being purchased steadily and prosperously despite of the genre of the book. The readers usually choose the authors name not the theme of her works. The name of this author is undoubtedly strong and definite trademark in the Lithuanian book market. Other authors that were chosen as the object of the research (Renata Šerelytė, Juozas Erlickas, Sigitas Parulskis, Edmundas Malūkas, Edvinas Kalėda), may be identified as famous and best-selling, but they cannot yet be conceptualized as trademarks. |
