LINGUA DELLA PUBBLICITÀ E LINGUA COMUNE
The language of advertising and common language

Summary/Abstract: Italian advertising language makes use of the means offered by standard common Italian, the “basic code”, but it generates new forms that represent its own codification. Among the codes used by advertising we distinguish convergences, partial or total divergences, oppositions, texts that simultaneously make use of verbal, sound, visual codes. The techniques of advertising language can be applied both to microstructures (morphosyntax, lexis) and to macrostructures (fragments of prose or poetry that make up a slogan) producing a series of linguistic or stylistic innovations.

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