Paola Cotticelli - Academia.edu (original) (raw)

Papers by Paola Cotticelli

Research paper thumbnail of Eine lexikalische Untersuchung Annelies Kammenhuber gewidmet

Il lavoro dedicato ad Annelies Kammenhuber tratta il campo semantico costituito dai lessemi happi... more Il lavoro dedicato ad Annelies Kammenhuber tratta il campo semantico costituito dai lessemi happina, happinant-, "povero", nonch\ue9 dai verbi e dai sostantivi da essi derivati, i sumerogrammi corripsondenti, la fraseologia e una ricostruzione del concetto di ricchezza nel mondo ittita del II millennio

Research paper thumbnail of The Hidden Power of the Words- The Italian Brand Names for Wines

Research paper thumbnail of Die hethitischen Nominalsätze

Research paper thumbnail of Recensione di: Dizionario di linguistica, a cura di L. Beccaria, Torino: Einaudi 1996

Romanische Forschungen, 1998

Research paper thumbnail of Has/S)-/Hes(S)- "Öffnen

Research paper thumbnail of Split alignment, mixed alignment, and the spread of accusative morphosyntax in some archaic Indo-European languages

Oxford University Press eBooks, Aug 26, 2022

This chapter explores the interaction between nominative–accusative alignment and other alignment... more This chapter explores the interaction between nominative–accusative alignment and other alignment patterns in Latin, Classical Greek, Vedic Sanskrit, Hittite, Classical Armenian, and Lithuanian. Although these languages have similar typological properties, they display several important differences at a micro level. We argue that these languages mirror different stages of a general development towards consistently accusative alignment, which above all affects the inherited finite verbal system. On the other hand, some of the languages under consideration also show development patterns that run counter to this general tendency, a fact showing that different types of alignment change may overlap or occur simultaneously, affecting different parts of the verbal system.

Research paper thumbnail of Lessico di linguistica fondato da H. Bußmann traduzione italiana, adattamento e revisione a cura di Paola Cotticelli Kurras

Research paper thumbnail of The Italian brand names as a mirror of Multicultural Aspect

By means of the study of brand names, it is possible to sketch an outline which depicts the exten... more By means of the study of brand names, it is possible to sketch an outline which depicts the extent of the presence of multiculturalism and its relevance in Italian society from the beginning of the twentieth century to the present. Our database contains ca. 6000 registered product trademarks, displaying classes which are representative of particular aspects of real life. We chose the following product classes, which are named according to the Nice classification: Class 3: detergents, cosmetics and hygiene products; Class 5: pharmaceutical and veterinary products; Class 29: foods such as meat, fish, poultry, game, eggs, oils and fats, jams, pickled fruit and vegetables; Class 30: coffee, cocoa, sugar, rice and bread; Class 31: fruit, vegetables and cereals; Class 32: beverages such as beer, mineral water, juices and lemonade; Class 33: alcoholic beverages, such as wine and spirits. For contemporary products in society (for the years 2014\u20132017) as representative of multicultural aspects, we added Class 25 (clothing, footwear and headgear) and Class 28 (games, toys and playthings, video game apparatus, gymnastic and sporting articles). The time span under consideration is 1904 to 2018. The final introductory consideration concerns the well-known questione della lingua and its sociocultural influence on the interaction between that purism, prohibition and partial limitation of the use of foreign elements, as well as the creation of structural and translation calques, are maintained alternately in advertising language until the seventies. The situation changed markedly after the 1970\u20131980s, and the country now has a high literacy rate and industrialisation while losing a certain degree of its dialectal vitality as English words penetrate the language of advertising. In this new panorama, the new topics for discussion are national language, standard varieties and the role of foreign languages

Research paper thumbnail of La riscoperta della sintassi nella storiografia linguistica dalla fine del Novecento: le frasi dipendenti

My contribution aims at illustrating the peculiarities of the debate relating to the concept of \... more My contribution aims at illustrating the peculiarities of the debate relating to the concept of \u201cdependent clause\u201d and its history, giving space both to the contribution of the individual \u201cschools\u201d of thought and to their mutual reception in linguistic historiography since the end of the 20th century. The method of investigation is based on the various parameters that help to answer the questions of \u201cwho, when, where, with what tools, why, in what way, for what purpose and for the benefit of whom\u201d the linguistic scientific historiography is practiced. Since the problem of the origin of the concept of \u201cdependent sentence\u201d is tackled through a metalinguistic study that extends from the grammars of the II century B.C. up to those of the 20th century, particular attention is payed to the period of its theoretical elaboration between the 17 and 19th centuries, especially within the Ancient Greek grammars. In particular, the German\u2013speaking terminology of the syntax of dependence between the early 1600s and the late 1700s, from Radke to Adelung, is considered. The study concludes with an overview of the most recent works of the 21st century dedicated to the \u201cdependent sentence\u201d, with reference to Rinas who underlines the role of punctuation in the architecture of the German syntax of sentence

Research paper thumbnail of GIŠ hatreššar n.; r/n-St. „(schriftliche) Nachricht, Befehl“

Research paper thumbnail of Versuch einer Fehlertypologie in der hethitischen Keilschrift

6. Conclusioni 6.1.1. Modalit\ue0 di apprendimento - scuola si scrittura - tipo di scrittura Info... more 6. Conclusioni 6.1.1. Modalit\ue0 di apprendimento - scuola si scrittura - tipo di scrittura Informazioni sul tipo di scrittorio ovvero scriba: parlante madre lingua ittita (o luvio?), oppure solo esperto di scrittura, ma parlante una lingua semitica o il hurrico. Scriptorium sovraregionale, confronto con le lettere di Amarna (Egitto). 6.1.2. Condizioni contestuali - tipo di stilo - materiale [tavola di bronzo, argilla, pietra] - condizioni di realizzazione [scriba dell\ub4impero recente e politica di archiviazione 6.1.3. Condizioni soggettive 6.1.4. Livello di competenza [rapporto tra scriptorium centrale e periferico o straniero; creazione di parole/forme sensate] 6.1.5. Genere del testo [trattati, corrispondenza ufficiale, feste, rituali, res gestae, sogni, oracoli, cronache di palazzo, inni, omina, protocolli, istruzioni di palazzo] 6.1.6. Funzioni ufficiali [trattati, corrispondenza ufficiale, istruzioni di palazzo, res gestae], pratiche [protocolli giudiziari, cronache di palazzo, inni, feste, rituali,] religiose [feste, rituali, omina, sogni, oracoli] 6.1.7. Natura input [dettato/copiatura/trascrizioni del testo dato] 6.1.8. Natura output [logogrammi, sillabogrammi, geroglifici] 6.2. Influsso della struttura grafematica sull\ub4errore [vale per tutti i tipi tranne 5.5.] 6.2.1. Errori in relazione alla lunghezza della parola o complessit\ue0 del segno 6.1.2. Frequenza degli errori secondo la tipologia [sostituzioni (100), omissioni (64), duplicazioni (39), trasposizioni (25), forma segno (12)] 6.1.3. Tipo di struttura grafemica [tipo di sillaba, logogramma] 6.1.4. Frequenza degli errori: minore all\ub4inizio di parola, maggiore in fine/corpo di parola 6.1.5. Sonorit\ue0 della sillaba: non conservata (Legge di Sturtevant) 6.1.6. Geminazione della sillaba: conservata (parole prototipicamente scritte con la semplice) 6.1.7. Errori di sostituzione mostrano sostituzioni di similia cum similibus [V per vocale, C per C, o categorie con tratti simili?

Research paper thumbnail of Aspetti del contatto linguistico nella traduzione della Bibbia lituana di Bretke

Studio sul lessico antico lituano, sul mutamento semantico e sugli influssi dell\ub4interferenza ... more Studio sul lessico antico lituano, sul mutamento semantico e sugli influssi dell\ub4interferenza sul lessico nella letteratura di traduzion

Research paper thumbnail of hatganu- (I 7) “beengen, bedrängen”

Research paper thumbnail of Word, Phrase, and Sentence in Relation

The contributions contained in this volume offer a multidisciplinary approach into the history of... more The contributions contained in this volume offer a multidisciplinary approach into the history of the parts of speech and their role in building phrases and sentences. They fulfill a current interest for syntactic problems for combining recent linguistic theories with the long tradition of the Classical studies. The studies cover a chronological range reaching from Aristotle to Priscian and deal with concepts like \u1fe5\u1fc6\u3bc\u3b1 and \u3bb\uf3\u3b3\u3bf\u3c2, or the two Aristotelian expressions \u3bb\u3ad\u3be\u3b9\u3c2 \u3b5\u1f30\u3c1\u3bf\u3bc\u3ad\u3bd\u3b7 and \u3bb\u3ad\u3be\u3b9\u3c2 \u3ba\u3b1\u3c4\u3b5\u3c3\u3c4\u3c1\u3b1\u3bc\u3bc\u3ad\u3bd\u3b7 as well as \u3b4\u3b9\u3ac\u3b2\u3b1\u3c3\u3b9\u3c2 and \u3bc\u3b5\u3c4\u3ac\u3b2\u3b1\u3c3\u3b9\u3c2 in Apollonius Dyscolos and the corresponding Latin term transitio and finally the Latin pronouns qui or quis. Through the metalinguistic approach the authors tackle syntactic structures like dependency or government, syntactic features or properties such as transitivity or subject and predicate or the development of the syntactic role of pronouns in introducing relative sentences. Furthermore, in providing testimonies of the historical existence of the controversy anomaly-analogy, the history of this quarrel is drawn from the Alexandrinian tradition to the Latin one with emphasis on the studium grammaticae as a development of an independent field of stud

Research paper thumbnail of Città e parole. Argilla e pietra. Studi offerti a Clelia Mora da allievi, colleghi e amici

Research paper thumbnail of Reconstructing Proto-Indo-European categories

Benjamins current topics, 2015

Starting from the analysis of constructions employed to express the category of reflexive in Hitt... more Starting from the analysis of constructions employed to express the category of reflexive in Hittite, encoded both by the verbal ending set of the middle and by the pronominal marker - za with both active and middle verbal forms, we present a typological parallelism with the Baltic languages that has consistently developed, from a pronominal, a verbal strategy to mark reflexivity. It is also shown that a development regarding the ways of encoding reflexivity involve other Indo-European languages as well. The Anatolian languages attest the reflexes of the original set of endings referring to the semantic categories of Reflexive, Middle and “Resultative”, while the other Indo-European languages attest an innovated “mixed morphology” for the category of Middle and Reflexive as opposed to the proper endings of the historical perfect. Within such a theoretical framework, the development of alternative strategies, using pronominal devices or particles, aims to disambiguate a wide polysemous ending set. A ‘Wackernagel’ (2P) particle in Hittite, namely -z , is particularly active in disambiguating reflexivity. Lithuanian -si , an original pronoun that developed at first into a 2P particle and subsequently into a verbal suffix, extends its functional field and takes over the place of the original middle, as in other Baltic and Slavonic languages.

Research paper thumbnail of Aspekte der morphosyntaktischen Interferenz in Bretke Morphologische Lehnprägungen und syntaktische Übertragungen

Research paper thumbnail of The European project SLUW: a short overview

Research paper thumbnail of Dal Drivecaff\ue9 alla Snackerina: Neoformazioni dei marchionimi italiani: tendenze a cavallo del secolo

The contribution presents some results of a research project carried out in 2009 and 2010 in coop... more The contribution presents some results of a research project carried out in 2009 and 2010 in cooperation with the University of Eichst\ue4tt-Ingolstadt. (Germany), funded by the Programma Vigoni/Ateneo Italo-Tedesco and the German DAAD. The object of investigation are brand names of the classes for cosmetics, food, drink and medicine registered in the years 2004 and 2008. The material was collected in an accessdatabase and analysed contrastively (Italian- German) with regard to the connotations and associations as well as the morphology of the brand names. The results are compared with those of prior studies(Cotticelli-Kurras 2007 and Ronneberger-Sibold 2007), in order to find new trends within the word formation of the respective languages. The increasing tendency towards regular and irregular neologisms in the word formation of advertising language will be in the focus of our investigation

Research paper thumbnail of Gli studi sul linguaggio pubblicitario : un flashback nel XX secolo

Gli studi sul linguaggio pubblicitario : un flashback nel XX secolo, 2018

Le riflessioni relative agli studi sul linguaggio pubblicitario non si possono scindere da quelle... more Le riflessioni relative agli studi sul linguaggio pubblicitario non si possono scindere da quelle inerenti alla storia della pubblicit\ue0 nelle diverse tradizioni culturali europee cos\uec come nemmeno dalla storia della propria lingua dalle politiche linguistiche o dall\u2019atteggiamento nei confronti della lingua nazionale. Tali studi in Italia offrono un esempio significativo sia in relazione al dibattito relativo al purismo linguistico, noto come il dibattito sulla lingua, sia anche al peso socio- culturale dell\u2019interazione tra pubblicit\ue0 e lingua nel suo sviluppo all\u2019interno del XX secolo. \uc8 dunque interessante tratteggiare una breve panoramica delle interazioni tra i diversi ambiti di riflessione e delle prospettive di approccio e di studio del linguaggio pubblicitario in Italia nel corso della sua storia. Inoltre si devono esplorare le relazioni tra il linguaggio pubblicitario e gli approcci teorici sottostanti alle riflessioni linguistiche. Infine, si conclude la panoramica critica con alcune riflessioni sul linguaggio pubblicitario nel segno della globalizzazione e anche sotto l\u2019influsso della globalizzazione

Research paper thumbnail of Eine lexikalische Untersuchung Annelies Kammenhuber gewidmet

Il lavoro dedicato ad Annelies Kammenhuber tratta il campo semantico costituito dai lessemi happi... more Il lavoro dedicato ad Annelies Kammenhuber tratta il campo semantico costituito dai lessemi happina, happinant-, "povero", nonch\ue9 dai verbi e dai sostantivi da essi derivati, i sumerogrammi corripsondenti, la fraseologia e una ricostruzione del concetto di ricchezza nel mondo ittita del II millennio

Research paper thumbnail of The Hidden Power of the Words- The Italian Brand Names for Wines

Research paper thumbnail of Die hethitischen Nominalsätze

Research paper thumbnail of Recensione di: Dizionario di linguistica, a cura di L. Beccaria, Torino: Einaudi 1996

Romanische Forschungen, 1998

Research paper thumbnail of Has/S)-/Hes(S)- "Öffnen

Research paper thumbnail of Split alignment, mixed alignment, and the spread of accusative morphosyntax in some archaic Indo-European languages

Oxford University Press eBooks, Aug 26, 2022

This chapter explores the interaction between nominative–accusative alignment and other alignment... more This chapter explores the interaction between nominative–accusative alignment and other alignment patterns in Latin, Classical Greek, Vedic Sanskrit, Hittite, Classical Armenian, and Lithuanian. Although these languages have similar typological properties, they display several important differences at a micro level. We argue that these languages mirror different stages of a general development towards consistently accusative alignment, which above all affects the inherited finite verbal system. On the other hand, some of the languages under consideration also show development patterns that run counter to this general tendency, a fact showing that different types of alignment change may overlap or occur simultaneously, affecting different parts of the verbal system.

Research paper thumbnail of Lessico di linguistica fondato da H. Bußmann traduzione italiana, adattamento e revisione a cura di Paola Cotticelli Kurras

Research paper thumbnail of The Italian brand names as a mirror of Multicultural Aspect

By means of the study of brand names, it is possible to sketch an outline which depicts the exten... more By means of the study of brand names, it is possible to sketch an outline which depicts the extent of the presence of multiculturalism and its relevance in Italian society from the beginning of the twentieth century to the present. Our database contains ca. 6000 registered product trademarks, displaying classes which are representative of particular aspects of real life. We chose the following product classes, which are named according to the Nice classification: Class 3: detergents, cosmetics and hygiene products; Class 5: pharmaceutical and veterinary products; Class 29: foods such as meat, fish, poultry, game, eggs, oils and fats, jams, pickled fruit and vegetables; Class 30: coffee, cocoa, sugar, rice and bread; Class 31: fruit, vegetables and cereals; Class 32: beverages such as beer, mineral water, juices and lemonade; Class 33: alcoholic beverages, such as wine and spirits. For contemporary products in society (for the years 2014\u20132017) as representative of multicultural aspects, we added Class 25 (clothing, footwear and headgear) and Class 28 (games, toys and playthings, video game apparatus, gymnastic and sporting articles). The time span under consideration is 1904 to 2018. The final introductory consideration concerns the well-known questione della lingua and its sociocultural influence on the interaction between that purism, prohibition and partial limitation of the use of foreign elements, as well as the creation of structural and translation calques, are maintained alternately in advertising language until the seventies. The situation changed markedly after the 1970\u20131980s, and the country now has a high literacy rate and industrialisation while losing a certain degree of its dialectal vitality as English words penetrate the language of advertising. In this new panorama, the new topics for discussion are national language, standard varieties and the role of foreign languages

Research paper thumbnail of La riscoperta della sintassi nella storiografia linguistica dalla fine del Novecento: le frasi dipendenti

My contribution aims at illustrating the peculiarities of the debate relating to the concept of \... more My contribution aims at illustrating the peculiarities of the debate relating to the concept of \u201cdependent clause\u201d and its history, giving space both to the contribution of the individual \u201cschools\u201d of thought and to their mutual reception in linguistic historiography since the end of the 20th century. The method of investigation is based on the various parameters that help to answer the questions of \u201cwho, when, where, with what tools, why, in what way, for what purpose and for the benefit of whom\u201d the linguistic scientific historiography is practiced. Since the problem of the origin of the concept of \u201cdependent sentence\u201d is tackled through a metalinguistic study that extends from the grammars of the II century B.C. up to those of the 20th century, particular attention is payed to the period of its theoretical elaboration between the 17 and 19th centuries, especially within the Ancient Greek grammars. In particular, the German\u2013speaking terminology of the syntax of dependence between the early 1600s and the late 1700s, from Radke to Adelung, is considered. The study concludes with an overview of the most recent works of the 21st century dedicated to the \u201cdependent sentence\u201d, with reference to Rinas who underlines the role of punctuation in the architecture of the German syntax of sentence

Research paper thumbnail of GIŠ hatreššar n.; r/n-St. „(schriftliche) Nachricht, Befehl“

Research paper thumbnail of Versuch einer Fehlertypologie in der hethitischen Keilschrift

6. Conclusioni 6.1.1. Modalit\ue0 di apprendimento - scuola si scrittura - tipo di scrittura Info... more 6. Conclusioni 6.1.1. Modalit\ue0 di apprendimento - scuola si scrittura - tipo di scrittura Informazioni sul tipo di scrittorio ovvero scriba: parlante madre lingua ittita (o luvio?), oppure solo esperto di scrittura, ma parlante una lingua semitica o il hurrico. Scriptorium sovraregionale, confronto con le lettere di Amarna (Egitto). 6.1.2. Condizioni contestuali - tipo di stilo - materiale [tavola di bronzo, argilla, pietra] - condizioni di realizzazione [scriba dell\ub4impero recente e politica di archiviazione 6.1.3. Condizioni soggettive 6.1.4. Livello di competenza [rapporto tra scriptorium centrale e periferico o straniero; creazione di parole/forme sensate] 6.1.5. Genere del testo [trattati, corrispondenza ufficiale, feste, rituali, res gestae, sogni, oracoli, cronache di palazzo, inni, omina, protocolli, istruzioni di palazzo] 6.1.6. Funzioni ufficiali [trattati, corrispondenza ufficiale, istruzioni di palazzo, res gestae], pratiche [protocolli giudiziari, cronache di palazzo, inni, feste, rituali,] religiose [feste, rituali, omina, sogni, oracoli] 6.1.7. Natura input [dettato/copiatura/trascrizioni del testo dato] 6.1.8. Natura output [logogrammi, sillabogrammi, geroglifici] 6.2. Influsso della struttura grafematica sull\ub4errore [vale per tutti i tipi tranne 5.5.] 6.2.1. Errori in relazione alla lunghezza della parola o complessit\ue0 del segno 6.1.2. Frequenza degli errori secondo la tipologia [sostituzioni (100), omissioni (64), duplicazioni (39), trasposizioni (25), forma segno (12)] 6.1.3. Tipo di struttura grafemica [tipo di sillaba, logogramma] 6.1.4. Frequenza degli errori: minore all\ub4inizio di parola, maggiore in fine/corpo di parola 6.1.5. Sonorit\ue0 della sillaba: non conservata (Legge di Sturtevant) 6.1.6. Geminazione della sillaba: conservata (parole prototipicamente scritte con la semplice) 6.1.7. Errori di sostituzione mostrano sostituzioni di similia cum similibus [V per vocale, C per C, o categorie con tratti simili?

Research paper thumbnail of Aspetti del contatto linguistico nella traduzione della Bibbia lituana di Bretke

Studio sul lessico antico lituano, sul mutamento semantico e sugli influssi dell\ub4interferenza ... more Studio sul lessico antico lituano, sul mutamento semantico e sugli influssi dell\ub4interferenza sul lessico nella letteratura di traduzion

Research paper thumbnail of hatganu- (I 7) “beengen, bedrängen”

Research paper thumbnail of Word, Phrase, and Sentence in Relation

The contributions contained in this volume offer a multidisciplinary approach into the history of... more The contributions contained in this volume offer a multidisciplinary approach into the history of the parts of speech and their role in building phrases and sentences. They fulfill a current interest for syntactic problems for combining recent linguistic theories with the long tradition of the Classical studies. The studies cover a chronological range reaching from Aristotle to Priscian and deal with concepts like \u1fe5\u1fc6\u3bc\u3b1 and \u3bb\uf3\u3b3\u3bf\u3c2, or the two Aristotelian expressions \u3bb\u3ad\u3be\u3b9\u3c2 \u3b5\u1f30\u3c1\u3bf\u3bc\u3ad\u3bd\u3b7 and \u3bb\u3ad\u3be\u3b9\u3c2 \u3ba\u3b1\u3c4\u3b5\u3c3\u3c4\u3c1\u3b1\u3bc\u3bc\u3ad\u3bd\u3b7 as well as \u3b4\u3b9\u3ac\u3b2\u3b1\u3c3\u3b9\u3c2 and \u3bc\u3b5\u3c4\u3ac\u3b2\u3b1\u3c3\u3b9\u3c2 in Apollonius Dyscolos and the corresponding Latin term transitio and finally the Latin pronouns qui or quis. Through the metalinguistic approach the authors tackle syntactic structures like dependency or government, syntactic features or properties such as transitivity or subject and predicate or the development of the syntactic role of pronouns in introducing relative sentences. Furthermore, in providing testimonies of the historical existence of the controversy anomaly-analogy, the history of this quarrel is drawn from the Alexandrinian tradition to the Latin one with emphasis on the studium grammaticae as a development of an independent field of stud

Research paper thumbnail of Città e parole. Argilla e pietra. Studi offerti a Clelia Mora da allievi, colleghi e amici

Research paper thumbnail of Reconstructing Proto-Indo-European categories

Benjamins current topics, 2015

Starting from the analysis of constructions employed to express the category of reflexive in Hitt... more Starting from the analysis of constructions employed to express the category of reflexive in Hittite, encoded both by the verbal ending set of the middle and by the pronominal marker - za with both active and middle verbal forms, we present a typological parallelism with the Baltic languages that has consistently developed, from a pronominal, a verbal strategy to mark reflexivity. It is also shown that a development regarding the ways of encoding reflexivity involve other Indo-European languages as well. The Anatolian languages attest the reflexes of the original set of endings referring to the semantic categories of Reflexive, Middle and “Resultative”, while the other Indo-European languages attest an innovated “mixed morphology” for the category of Middle and Reflexive as opposed to the proper endings of the historical perfect. Within such a theoretical framework, the development of alternative strategies, using pronominal devices or particles, aims to disambiguate a wide polysemous ending set. A ‘Wackernagel’ (2P) particle in Hittite, namely -z , is particularly active in disambiguating reflexivity. Lithuanian -si , an original pronoun that developed at first into a 2P particle and subsequently into a verbal suffix, extends its functional field and takes over the place of the original middle, as in other Baltic and Slavonic languages.

Research paper thumbnail of Aspekte der morphosyntaktischen Interferenz in Bretke Morphologische Lehnprägungen und syntaktische Übertragungen

Research paper thumbnail of The European project SLUW: a short overview

Research paper thumbnail of Dal Drivecaff\ue9 alla Snackerina: Neoformazioni dei marchionimi italiani: tendenze a cavallo del secolo

The contribution presents some results of a research project carried out in 2009 and 2010 in coop... more The contribution presents some results of a research project carried out in 2009 and 2010 in cooperation with the University of Eichst\ue4tt-Ingolstadt. (Germany), funded by the Programma Vigoni/Ateneo Italo-Tedesco and the German DAAD. The object of investigation are brand names of the classes for cosmetics, food, drink and medicine registered in the years 2004 and 2008. The material was collected in an accessdatabase and analysed contrastively (Italian- German) with regard to the connotations and associations as well as the morphology of the brand names. The results are compared with those of prior studies(Cotticelli-Kurras 2007 and Ronneberger-Sibold 2007), in order to find new trends within the word formation of the respective languages. The increasing tendency towards regular and irregular neologisms in the word formation of advertising language will be in the focus of our investigation

Research paper thumbnail of Gli studi sul linguaggio pubblicitario : un flashback nel XX secolo

Gli studi sul linguaggio pubblicitario : un flashback nel XX secolo, 2018

Le riflessioni relative agli studi sul linguaggio pubblicitario non si possono scindere da quelle... more Le riflessioni relative agli studi sul linguaggio pubblicitario non si possono scindere da quelle inerenti alla storia della pubblicit\ue0 nelle diverse tradizioni culturali europee cos\uec come nemmeno dalla storia della propria lingua dalle politiche linguistiche o dall\u2019atteggiamento nei confronti della lingua nazionale. Tali studi in Italia offrono un esempio significativo sia in relazione al dibattito relativo al purismo linguistico, noto come il dibattito sulla lingua, sia anche al peso socio- culturale dell\u2019interazione tra pubblicit\ue0 e lingua nel suo sviluppo all\u2019interno del XX secolo. \uc8 dunque interessante tratteggiare una breve panoramica delle interazioni tra i diversi ambiti di riflessione e delle prospettive di approccio e di studio del linguaggio pubblicitario in Italia nel corso della sua storia. Inoltre si devono esplorare le relazioni tra il linguaggio pubblicitario e gli approcci teorici sottostanti alle riflessioni linguistiche. Infine, si conclude la panoramica critica con alcune riflessioni sul linguaggio pubblicitario nel segno della globalizzazione e anche sotto l\u2019influsso della globalizzazione