FOCUS - The Language of Advertising: From Global Brand Failures to Transcreation

Titolo Focus: The Language of Advertising: From Global Brand Failures to Transcreation
Data: 8 novembre 2019
Orario: dalle ore 14.30 alle ore 16.35
Corso di laurea: 
Laurea triennale in Scienze e tecniche della comunicazione grafica e multimediale
Laurea Magistrale in Creatività e design della comunicazione
Laurea Magistrale in Web marketing & digital communication
Anno di corso: 1 - 2 - 3 anno
Campus: Verona
Materia di riferimento: Lingua Inglese avanzata
Docente: prof.ssa Eleonora Oggiano
Posti per studenti: 30
Ore di recupero: 3

In the advertising and marketing industries, “going global” means to be able to convey appropriate messages and to be aware of their impact across international markets and socio-cultural contexts. This seminar will investigate advertising practices and strategies from a cultural and philological perspective. Within this framework, a comparative linguistic analysis is carried out in order to highlight the semantic value behind the creation of an advert conceived for an international advertising campaign.

In addition, the concept of transcreation will be analysed by focusing on its role in international advertising as well as on its relation with culture, communication, advertising and marketing. Finally, special attention will be given to the “parmesan cheese case” as a linguistic misappropriation and exploitation of an Italian sounding brand.


Si ricorda agli studenti che per poter aver riconosciuta la frequenza al FOCUS è necessario consegnare al docente il foglio di iscrizione rilasciato da Eventbrite.

Eventbrite - FOCUS - Laurea triennale e Magistrale - Campus di Mestre

Tags: inglese, focus, pubblicita