John Benjamins Publishing Company
Italianicity goes global
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Eva L. Wyss
Abstract
This paper represents an attempt to position pragmatics and language functions in a context of narrative analysis. Applying the theoretical frame proposed by Theodore Levitt, this article uses four TV commercials as case studies to demonstrate how linguistic and pictorial codes are employed to communicate national-cultural product identities. Focussing on Italianicity I show how businesses develop transcultural strategies and how they handle the predicament of transcultural advertising strategies. These strategies, I argue, are not innocent: once a brand that is based on national stereotypes has been established, a change of product identity to encompass the risks the introduction of a conflict in which the brand identity can be simply damaged rather than transformed.
Abstract
This paper represents an attempt to position pragmatics and language functions in a context of narrative analysis. Applying the theoretical frame proposed by Theodore Levitt, this article uses four TV commercials as case studies to demonstrate how linguistic and pictorial codes are employed to communicate national-cultural product identities. Focussing on Italianicity I show how businesses develop transcultural strategies and how they handle the predicament of transcultural advertising strategies. These strategies, I argue, are not innocent: once a brand that is based on national stereotypes has been established, a change of product identity to encompass the risks the introduction of a conflict in which the brand identity can be simply damaged rather than transformed.
Kapitel in diesem Buch
- Prelim pages i
- Table of contents v
- Approaching contrastive media analysis 1
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Section 1. One language – one culture?
- Crosscultural perspectives on advice 11
- Global and local representations of Cambodia 47
- Contrastive news discourse analysis from a pragmatic perspective 67
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Section 2. Culture in communication – culture as communication?
- Film subtitles and the conundrum of linguistic and cultural representation 101
- Linguistic, intercultural and semiotic contrasts of obituaries 123
- Language and culture in minor media text types 145
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Section 3. Does nation matter?
- Italianicity goes global 179
- What defines news culture? 201
- Genre matters 219
- Index 245
Kapitel in diesem Buch
- Prelim pages i
- Table of contents v
- Approaching contrastive media analysis 1
-
Section 1. One language – one culture?
- Crosscultural perspectives on advice 11
- Global and local representations of Cambodia 47
- Contrastive news discourse analysis from a pragmatic perspective 67
-
Section 2. Culture in communication – culture as communication?
- Film subtitles and the conundrum of linguistic and cultural representation 101
- Linguistic, intercultural and semiotic contrasts of obituaries 123
- Language and culture in minor media text types 145
-
Section 3. Does nation matter?
- Italianicity goes global 179
- What defines news culture? 201
- Genre matters 219
- Index 245
