An effective advertising plan includes marketing strategies aiming to convince clients to buy a specific product. In this regard, the incorporation of the company’s country of origin has proven to be an essential part for a persuasive marketing tactic in a multi-cultural and multilingual panorama. The study illustrates the ways in which persuasive language (c)overtly shape costumers’ responses analyzing the role qualitative adjectives play in building the country-of-origin effect in the English version of six hundred Italian agri-food websites.
Made in Italy promotion and evaluative adjectives: the attributive constructions of culturally-bound images
sara corrizzato
2026-01-01
Abstract
An effective advertising plan includes marketing strategies aiming to convince clients to buy a specific product. In this regard, the incorporation of the company’s country of origin has proven to be an essential part for a persuasive marketing tactic in a multi-cultural and multilingual panorama. The study illustrates the ways in which persuasive language (c)overtly shape costumers’ responses analyzing the role qualitative adjectives play in building the country-of-origin effect in the English version of six hundred Italian agri-food websites.
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