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.

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

Paola Cotticelli Kurras
2021-01-01

Abstract

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.
Advertising language, Italian slogans, rhetoric strategies, brevitas, Italian neoformations
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11562/1077966
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