Our study aims at describing what function slogans used to have and still have in the field of advertising, what image of Italian culture they could and can provide, and how. The study has an interdisciplinary approach, taking into account language analysis, semiotics, psychology of advertising (economic marketing strategies) and cultural anthropology. In our paper, we will focus on the company names employed in the selected corpus of approximately 500 Italian slogans and we will show the interrelationship between the slogans and what these names represent. Our results confirm how general research on the formation of brand names requires a linguistic approach to succeed and to be implemented in a major industry. Through the analysis of rhetorical figures, neo-formations and special connotations found in slogans, we can conclude that most of them are created for an Italian audience because they are based on puns on the on the semantic, phonetic and lexical level: only a native speaker can decode the right message and understand the underlying pun. The connotations emerging from the slogans provide further insight into the cultural features of the Italian consumer.
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