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Description
(Short description)
This volume addresses the fields of naming and branding, in particular company and brand names, names in slogans, advertising language in general, and all other proper names that are of economic interest in times of crisis. The contributions analyze both advertising on social media as well as printed material concerning commercial names, slogans for climate advertising, pandemic situations, and new branding and communication strategies in critical times. The volume focuses on how communication with consumers has changed, on current advertising and marketing strategies, and on naming in the face of sustainability and fairness. The current war scenario and the resulting problems regarding energy supplies, the increased migration, and the political and social pressure to implement ambitious climate goals lead the economy and advertising agencies to profound reconsiderations.
(Text)
This volume addresses the fields of naming and branding, in particular company and brand names, names in slogans, and advertising language in general, and all other proper names that are of economic interest in times of crisis. The contributions analyze both advertising on social media as well as printed material concerning commercial names, slogans for climate advertising, pandemic situations, new branding, and communication strategies in critical times, such as war and energetic deficiency. The focus of the volume lies in stimulating reflections on how communication with consumers has changed, on current advertising and marketing strategies, and on naming in the face of sustainability and fairness. The current war scenario and the resulting problems concerning energy supplies, the increased migration in the Western European nations, and the political and social pressure to implement ambitious climate goals lead the economy and advertising agencies to profound reconsiderations.
(Table of content)
A. Galkowski, I nomi commerciali di giocattoli e modelli d'intrattenimento usati come imitazioni di armi e altri oggetti militariA. Bughesiu, O. Felecan & D. Felecan Commercial Names during the Covid-19 PandemicD. Felecan, The Insularity of (Post-)Pandemic Individuals on the Lexical-Semantic LevelF. Longobardi, La consapevolezza climatica nel riposizionamento del brand: Instagram e il nuovo lessico della sostenibilità energeticaA. Lobin, Branding between country-of-origin-effect and frenchwashing: linguistic perspectivesS. Heinemann, Environmentally sustainable mobility with toasters and sailboats? On advertising electromobility by French and Italian car manufacturersP. Cotticelli-Kurras, Bio, green and sustainable production: the case of MigrosD. Solling, Individuelle Namensgebung von Fahrzeugen in Schweden in KrisenzeitenE. Pihl, New values forming the names within the European market of sustainable energy?O. Karpenko & V. Neklesova, Memetisation of Ergonyms: Age of Pandemy Cotugno, S. Merlin Defanti & V. Pisaniello, To bio or not to bio: A linguistic survey on green policies in commerceL. Gustafsson, Cosmetics names as a resource for positioning the manufacturers in the discourse of luxury and sustainabilityM.A. Rieger, Green, Fair, Responsable. Promoting sustainable safari holidays in TanzaniaL. Gautier, F. Koch, D. Sebin & A. Selmi, FTX, Gazprom & Co: How do global crises affect the discourse around sponsors in sport?I. Baranov, Zigns of VarD. Poli, The conceptual agenda in the narrative construction of crisis
(Author portrait)
Prof. Dr. Paola Cotticelli ist Inhaberin eines Lehrstuhls für allgemeine und historische Sprachwissenschaft an der Universität Verona.Dr. Francesca Cotugno ist Junior Professorin für allgemeine Sprachwissenschaft an der Universität Palermo. Dr. Stella Merlin ist Stipendiatin für allgemeine Sprachwissenschaft an der Universität Federico II, Neapel.Dr. Valerio Pisaniello ist Professor für allgemeine Sprachwissenschaft an der Universität Chieti-Pescara.Anna Dentella ist Doktorandin für historische Sprachwissenschaft an der Universität La Sapienza, Rom.
