Lo sguardo della pragmatica cross-culturale sulla comunicazione pubblicitaria: uno studio di caso italo-tedesco
Keywords:
cross-cultural pragmatics, persuasion, cultural models, advertising language, speech acts
Abstract
This paper intends to analyze the Italian and German advertising language from a semantic-pragmatic point of view, with special regard to the link between culture and language. The two dimensions are in fact strongly interconnected: the aim of this study is to verify if, and how, the cultural component finds a way to manifest itself in the linguistic medium adopted for persuasive purposes.
Downloads
Download data is not yet available.
References
Austin, John L. (1975 [1962]), How to do things with words: Second edition, Harvard MA, Harvard University Press.
Balboni, Paolo (2007), La comunicazione interculturale, Venezia, Marsilio.
Barna, LaRay M. (2015), ‘Gli ostacoli della comunicazione interculturale’, in Bennet, Milton J. (ed.), Principi di comunicazione interculturale. Paradigmi e pratiche, Milano, FrancoAngeli, 195-210.
Bennett, Milton J. (2015 [2002]), Principi di comunicazione interculturale. Paradigmi e pratiche, Milano, FrancoAngeli, 7-126.
Berruto, Gaetano (1995), Fondamenti di sociolinguistica, Roma-Bari, Laterza.
Bettoni, Camilla (2014 [2006]), Usare un’altra lingua. Guida alla pragmatica interculturale, Roma-Bari, Laterza, eBook.
Brinker, Klaus (1997), Linguistische Textanalyse: eine Einführung in Grundbegriffe und Methoden, Berlin, Erich Schmidt Verlag.
Brogelli Hafer, Donatella; Gengaroli-Bauer, Cora (2014), Italiani e tedeschi. Aspetti di comunicazione interculturale, Roma, Carocci.
Burton, Dawn (2008), Cross-Cultural Marketing: Theory, Practice and Relevance. London, Routledge.
Capozzi, Maria R. (2008), La comunicazione pubblicitaria. Aspetti linguistici, sociali e culturali, Milano, FrancoAngeli.
Cavazza, Nicoletta (2006), La persuasione, Bologna, Il Mulino.
De Mauro, Tullio (2003 [1967]), ‘Un linguaggio subalterno’, in Baldini, Massimo (ed.), Le fantaparole. Il linguaggio della pubblicità, Roma, Arnaldo Editore, 53-57.
De Mooij, Marieke (2022), Global Marketing and Advertising. Understanding cultural paradoxes, Thousand Oaks, SAGE Publishing.
Eco, Umberto (1984), Semiotica e filosofia del linguaggio, Torino, Einaudi.
Eco, Umberto (2013 [2000]), Dire quasi la stessa cosa. Esperienze di traduzione, Milano, Bompiani.
Felser, Georg (2010), ‘Intercultural Marketing’, in Thomas, Alexander; Kinast, Eva-Ulrike; Schroll-Machl, Sylvia (eds.), Handbook of Intercultural Communication and Cooperation. Volume 1, Göttingen, Vandenhoeck & Ruprecht, 228-242.
Hall, Edward T. (1959), The Silent Language, New York, Doubleday & Company.
Hall, Edward T. (1984), The Dance of Life. The Other Dimension of Time, New York, Anchor Books.
Hofstede, Geert (2010 [1991]), Cultures and Organizations: Software of the Mind, London, McGraw-Hill.
Hofstede, Geert; Hofstede, Gert J.; Michael Minkov (2014), Culture e organizzazioni. Valori e strategie per operare efficacemente in contesti internazionali, Milano, FrancoAngeli.
Hofstede Insights Organisational Culture Consulting:
Hutcheon, Linda (2011), Teoria degli adattamenti. I percorsi delle storie fra letteratura, cinema, nuovi media, Roma, Armando Editore.
Hymes, Dell (1972), ‘On Communicative Competence’, in Pride, J. B.; Holmes, Janet (eds.), Sociolinguistics, Harmondsworth, Penguin Books, 269-285.
Kammhuber, Stefan (2010), ‘Intercultural Rhetoric’, in Thomas, Alexander; Kinast, Eva-Ulrike; Schroll-Machl, Sylvia (eds), Handbook of Intercultural Communication and Cooperation. Volume 1, Göttingen, Vandenhoeck & Ruprecht, 243-254.
Kaynak, Erdener; Herbig, Paul (1997), Handbook of Cross-Cultural Marketing, London, Routledge.
Keith, Allan (2013), ‘What is common ground?’, in Capone, Alessandro; Lo Piparo, Franco; Carapezza, Marco (eds.), Perspectives on Linguistic Pragmatics. Perspectives in Pragmatics, Philosophy and Psychology. Volume 2, Heidelberg-New York-Dordrecht-London, Springer Cham, 285-310.
Lee, Sean (2017), ‘Rethinking the relationship between pronoun-drop and individualism with Bayesian multilevel models’, Journal of Language Evolution 2, 188-200.
Le Page, Robert B.; Tabouret-Keller, Andrée (1985), Acts of identity: Creole-based approaches to language and ethnicity, Cambridge, Cambridge University Press.
Lewis, Richard D. (2006 [1996]), When cultures collide: leading across cultures, Boston-London, Nicholas Brealey International.
Lombardi Vallauri, Edoardo (2016), ‘Implicits as evolved persuaders’, in Allan, Keith; Capone, Alessandro; Kecskés, István (eds.), Pragmemes and Theories of Language Use. Perspectives in Pragmatics, Philosophy & Psychology. Volume 9, Cham, Switzerland, Springer International Publishing, 725-748.
Lombardi Vallauri, Edoardo (2019), La lingua disonesta: contenuti impliciti e strategie di persuasione, Bologna, Il Mulino.
Lustig, Myron W.; Koester, Jolene (1993), Intercultural Competence: Interpersonal Communication Across Cultures, New York, Harper Collins.
Mariani, Luciano (2015), ‘Tra lingua e cultura: la competenza pragmatica interculturale’, Italiano LinguaDue 1, 111-130.
McSweeney, Brendan (2002), ‘Hofstede’s model of national cultural differences and their consequences: A triumph of faith – a failure of analysis’, Human Relations 55, 89-118.
Molinelli, Piera (2002), ‘“Lei non sa chi sono io!”: potere, solidarietà, rispetto e distanza nella comunicazione’, Linguistica e Filologia 14, 283-302.
Myers, Michael D.; Tan, Felix B. (2002), ‘Beyond Models of National Culture in Information Systems Research’, Journal of Global Information Management 10, 24-32.
Santulli, Francesca; Antelmi, Donatella; Held, Gudrun (2009), Pragmatica della comunicazione turistica, Roma, Editori Riuniti University Press.
Searle, John R. (1975), ‘A Taxonomy of Illocutionary Acts’, in Gunderson, Keith (ed.), Language, mind, and knowledge. Minnesota studies in the philosophy of science. Volume 7, Minneapolis, University of Minnesota Press, 344-369.
Tannen, Deborah (1993), Framing in Discourse, Oxford, Oxford University Press.
Thomas, Alexander (2010), ‘The Self, The Other, The Intercultural’, in Thomas, Alexander; Kinast, Eva-Ulrike; Schroll-Machl, Sylvia (eds), Handbook of Intercultural Communication and Cooperation, volume 1, Göttingen, Vandenhoeck & Ruprecht, 39-52.
Turchetta, Barbara (2019), ‘Silenzio e parola in Africa nera: aspetti culturali e simbolici’, Quaderni di Semantica 5, 31-48.
Video spot tedesco Müller, (consultato il 20/08/2022).
Video spot italiano Müller, (consultato il 20/08/2022).
Balboni, Paolo (2007), La comunicazione interculturale, Venezia, Marsilio.
Barna, LaRay M. (2015), ‘Gli ostacoli della comunicazione interculturale’, in Bennet, Milton J. (ed.), Principi di comunicazione interculturale. Paradigmi e pratiche, Milano, FrancoAngeli, 195-210.
Bennett, Milton J. (2015 [2002]), Principi di comunicazione interculturale. Paradigmi e pratiche, Milano, FrancoAngeli, 7-126.
Berruto, Gaetano (1995), Fondamenti di sociolinguistica, Roma-Bari, Laterza.
Bettoni, Camilla (2014 [2006]), Usare un’altra lingua. Guida alla pragmatica interculturale, Roma-Bari, Laterza, eBook.
Brinker, Klaus (1997), Linguistische Textanalyse: eine Einführung in Grundbegriffe und Methoden, Berlin, Erich Schmidt Verlag.
Brogelli Hafer, Donatella; Gengaroli-Bauer, Cora (2014), Italiani e tedeschi. Aspetti di comunicazione interculturale, Roma, Carocci.
Burton, Dawn (2008), Cross-Cultural Marketing: Theory, Practice and Relevance. London, Routledge.
Capozzi, Maria R. (2008), La comunicazione pubblicitaria. Aspetti linguistici, sociali e culturali, Milano, FrancoAngeli.
Cavazza, Nicoletta (2006), La persuasione, Bologna, Il Mulino.
De Mauro, Tullio (2003 [1967]), ‘Un linguaggio subalterno’, in Baldini, Massimo (ed.), Le fantaparole. Il linguaggio della pubblicità, Roma, Arnaldo Editore, 53-57.
De Mooij, Marieke (2022), Global Marketing and Advertising. Understanding cultural paradoxes, Thousand Oaks, SAGE Publishing.
Eco, Umberto (1984), Semiotica e filosofia del linguaggio, Torino, Einaudi.
Eco, Umberto (2013 [2000]), Dire quasi la stessa cosa. Esperienze di traduzione, Milano, Bompiani.
Felser, Georg (2010), ‘Intercultural Marketing’, in Thomas, Alexander; Kinast, Eva-Ulrike; Schroll-Machl, Sylvia (eds.), Handbook of Intercultural Communication and Cooperation. Volume 1, Göttingen, Vandenhoeck & Ruprecht, 228-242.
Hall, Edward T. (1959), The Silent Language, New York, Doubleday & Company.
Hall, Edward T. (1984), The Dance of Life. The Other Dimension of Time, New York, Anchor Books.
Hofstede, Geert (2010 [1991]), Cultures and Organizations: Software of the Mind, London, McGraw-Hill.
Hofstede, Geert; Hofstede, Gert J.; Michael Minkov (2014), Culture e organizzazioni. Valori e strategie per operare efficacemente in contesti internazionali, Milano, FrancoAngeli.
Hofstede Insights Organisational Culture Consulting:
Hutcheon, Linda (2011), Teoria degli adattamenti. I percorsi delle storie fra letteratura, cinema, nuovi media, Roma, Armando Editore.
Hymes, Dell (1972), ‘On Communicative Competence’, in Pride, J. B.; Holmes, Janet (eds.), Sociolinguistics, Harmondsworth, Penguin Books, 269-285.
Kammhuber, Stefan (2010), ‘Intercultural Rhetoric’, in Thomas, Alexander; Kinast, Eva-Ulrike; Schroll-Machl, Sylvia (eds), Handbook of Intercultural Communication and Cooperation. Volume 1, Göttingen, Vandenhoeck & Ruprecht, 243-254.
Kaynak, Erdener; Herbig, Paul (1997), Handbook of Cross-Cultural Marketing, London, Routledge.
Keith, Allan (2013), ‘What is common ground?’, in Capone, Alessandro; Lo Piparo, Franco; Carapezza, Marco (eds.), Perspectives on Linguistic Pragmatics. Perspectives in Pragmatics, Philosophy and Psychology. Volume 2, Heidelberg-New York-Dordrecht-London, Springer Cham, 285-310.
Lee, Sean (2017), ‘Rethinking the relationship between pronoun-drop and individualism with Bayesian multilevel models’, Journal of Language Evolution 2, 188-200.
Le Page, Robert B.; Tabouret-Keller, Andrée (1985), Acts of identity: Creole-based approaches to language and ethnicity, Cambridge, Cambridge University Press.
Lewis, Richard D. (2006 [1996]), When cultures collide: leading across cultures, Boston-London, Nicholas Brealey International.
Lombardi Vallauri, Edoardo (2016), ‘Implicits as evolved persuaders’, in Allan, Keith; Capone, Alessandro; Kecskés, István (eds.), Pragmemes and Theories of Language Use. Perspectives in Pragmatics, Philosophy & Psychology. Volume 9, Cham, Switzerland, Springer International Publishing, 725-748.
Lombardi Vallauri, Edoardo (2019), La lingua disonesta: contenuti impliciti e strategie di persuasione, Bologna, Il Mulino.
Lustig, Myron W.; Koester, Jolene (1993), Intercultural Competence: Interpersonal Communication Across Cultures, New York, Harper Collins.
Mariani, Luciano (2015), ‘Tra lingua e cultura: la competenza pragmatica interculturale’, Italiano LinguaDue 1, 111-130.
McSweeney, Brendan (2002), ‘Hofstede’s model of national cultural differences and their consequences: A triumph of faith – a failure of analysis’, Human Relations 55, 89-118.
Molinelli, Piera (2002), ‘“Lei non sa chi sono io!”: potere, solidarietà, rispetto e distanza nella comunicazione’, Linguistica e Filologia 14, 283-302.
Myers, Michael D.; Tan, Felix B. (2002), ‘Beyond Models of National Culture in Information Systems Research’, Journal of Global Information Management 10, 24-32.
Santulli, Francesca; Antelmi, Donatella; Held, Gudrun (2009), Pragmatica della comunicazione turistica, Roma, Editori Riuniti University Press.
Searle, John R. (1975), ‘A Taxonomy of Illocutionary Acts’, in Gunderson, Keith (ed.), Language, mind, and knowledge. Minnesota studies in the philosophy of science. Volume 7, Minneapolis, University of Minnesota Press, 344-369.
Tannen, Deborah (1993), Framing in Discourse, Oxford, Oxford University Press.
Thomas, Alexander (2010), ‘The Self, The Other, The Intercultural’, in Thomas, Alexander; Kinast, Eva-Ulrike; Schroll-Machl, Sylvia (eds), Handbook of Intercultural Communication and Cooperation, volume 1, Göttingen, Vandenhoeck & Ruprecht, 39-52.
Turchetta, Barbara (2019), ‘Silenzio e parola in Africa nera: aspetti culturali e simbolici’, Quaderni di Semantica 5, 31-48.
Video spot tedesco Müller,
Video spot italiano Müller,
Published
2022-12-31
How to Cite
Trebucchi, T. (2022). Lo sguardo della pragmatica cross-culturale sulla comunicazione pubblicitaria: uno studio di caso italo-tedesco. Rhesis. International Journal of Linguistics, Philology and Literature, 13(1), 100-123. https://doi.org/10.13125/rhesis/5710
Section
Articoli
