ИТАЛИЈАНСКА КУЛТУРА КАО БРЕНД У ЈЕДНОМ УЏБЕНИКУ ИТАЛИЈАНСКОГ ЈЕЗИКА ЗА А1 НИВО
ITALIAN CULTURE AS A BRAND IN THE ITALIAN LANGUAGE TEXTBOOK FOR A1 LEVEL

Summary/Abstract: In this paper, we deal with the analysis of Italian culture as a brand in the textbook Chiaro! for A1 level (Alma Edizioni, Florence, 2011). Branding a nation includes various elements from tradition, food, drink, cultural destinations, all the way to elements of everyday culture. Using a qualitative method, we analysed Italian culture as a brand in the first five lessons of the textbook intended for the initial level of Italian language acquisition by adult learners. We established that the brand of Italy and Italian culture is present in the examined lessons. Italian culture as a brand is recognised in geographical locations (sea, mountains), food and drink, fashion, high culture (music, museums), family and socialising. The presentation of Italian culture has primarily a utilitarian function. Occasionally, a ludic-aesthetic function is realied, especially when different beliefs are dealt with. Italian culture as a brand is presented as a traditional, but also as a multicultural country. Each lesson is accompanied by carefully selected questions that aim to awaken associations with Italian culture, to point out the differences between Italian and the student’s culture and to facilitate the student’s communication in a foreign language. A special value of textbooks is a special segment of the lesson devoted to culture, which is located at the end of each thematic unit.

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