The chapter invites readers to enter the Italian context by exploring how Italian agri-food products use metaphors and similes in promotional material to reinforce the concept of Made-in-Italy worldwide. Adopting both a quantitative and a qualitative approach, the author analyses content from over 600 Italian food and beverage websites, examining how figurative language emphasises values such as authenticity, family tradition, and artisanal craftsmanship. Through these linguistic strategies, the marketing not only conveys the quality of Italian products but also creates an emotional connection, depicting Italian agri-food products as a symbol of cultural identity and tradition for the international costumers.
When Italy is ‘like a big kitchen where healthy flavours and pleasures are created’: figurative meaning and Made-in-Italy agrifood products
Sara Corrizzato
2025-01-01
Abstract
The chapter invites readers to enter the Italian context by exploring how Italian agri-food products use metaphors and similes in promotional material to reinforce the concept of Made-in-Italy worldwide. Adopting both a quantitative and a qualitative approach, the author analyses content from over 600 Italian food and beverage websites, examining how figurative language emphasises values such as authenticity, family tradition, and artisanal craftsmanship. Through these linguistic strategies, the marketing not only conveys the quality of Italian products but also creates an emotional connection, depicting Italian agri-food products as a symbol of cultural identity and tradition for the international costumers.
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