Vigo International Journal
of Applied Linguistics VIAL
Delia Chiaro (1): Italians doing it on the web: translating
and sellingItalianness. VIAL. Number 6/2009: 33-49.
This essay explores the implementation of a stereotypically Italian
attribute, passion, in the promotion of Italian beverages via
the Internet. Twenty websites promoting different types of alcoholic
and non-alcoholic beverages were examined in order to see how
the concept of passion was adopted and whether, and if so, how
the concept of passion changes according to the size of the company
and the type of beverage being promoted. Findings showed that
the more alcoholic content the promoted beverage contains, the
stronger and more transgressive references to passion became.
Furthermore, larger companies tended to opt for a more humorous
use of the stereotype when compared to smaller companies.
stereotypes, translation, advertising, Internet.
(1) Alma mater studiorum
Università di Bologna (Forlì). Italy
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