Il riuso linguistico nella comunicazione pubblicitaria

Abstract

This thesis, divided into six chapters, has the objective of analysing the language used in publicity for L2 [Italian] teaching purposes. In the first chapter an overview of publicity's history is given. In the second chapter, the relationship publicity has with mass-media and the different types of advertising methods are discussed. The third chapter explains the power of publicity to communicate, the language used in publicity and also the metaphoric and iconic qualities publicity has. In the fourth chapter, publicity and the process of communication are studied whilst in the fifth chapter, multimedia and their contribution in L2 teaching is discussed. Finally, the sixth chapter includes exercises created with the aim to introduce and apply publicity language in classrooms for the teaching of Italian.