Il ruolo dell’italianità nelle strategie comunicative di commercializzazione di marchi agro-alimentari in Argentina

Recent studies have aimed at redefining the ‘true-false’ continuum which regards the image of foreign products recalling the values of italianità. Namely, they have led to reconsidering those goods and commercial activities that, far from the illicit use of misleading linguistic and/or symbolic recourses (Italian Sounding), manifest a real identity bond with Italy. This relation is the result of the linguistic-cultural heritage from which they are born, as produced or founded by Italian emigrants or their descendants, configuring
themselves, more properly, as products of Italian Heritage.
Therefore, this work aims to identify some linguistic and communicative strategies implemented in brand naming and advertising of Italian Heritage products and activities related to food, in a qualitative and quantitative perspective. The results are compared with the same strategies used for Italian Appeal food products and activities.