Brevitas as a rhetorical strategy in advertising language: Italian slogans and brand names as case study

he paper is dealing with some key-thoughts on brevitas in talian adver- tising texts and slogans as rhetoric strategy. n selected examples of such slogans and brand names, brevitas functions as an appropriate ful llment of the so-called aptum ( that what is tting ); furthermore, it is a strategy of various neoformations. n this perspective, brevitas as a counter pole of the rhetoric pillars of latinitas and perspicuitas seems to be the preferred strategy of the advertising language, without making the message opaque.