A PILOT ANALYSIS OF THE LANGUAGE OF ITALIAN ADVERTISING

Advertisements are rapidly evolving in both their circulation and forms, employ- ing a wide range of techniques (de Julio, 2018). With regard to the language of ad- vertising, we can identify numerous rhetorical strategies, as well as implicatures, which offer a rich source of interpretation (Fang, 2012; Capozzi, 2016; Lombardi et al., 2022). However, the specific linguistic devices utilized in advertising are often examined in isolation, both from one another and from the broader context of com- munication (Janich, ed., 2012; Capozzi, 2016). Our research aims to explore the use of language in written advertising from Italian magazines, focusing on the complex interplay of factors as outlined by the textuality criteria proposed by de Beaugrande and Dressler (1981). Additionally, we will consider the role of images in advertising (Cook, 2001; Kress & van Leeuwen, 2006).