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This volume addresses the fields of naming and branding, in particular company and brand names, names in slogans, and advertising language in general, and all other proper names that are of economic interest in times of crisis. The contributions analyze both advertising on social media as well as printed material concerning commercial names, slogans for climate advertising, pandemic situations, new branding, and communication strategies in critical times, such as war and energetic deciency. The focus of the volume lies in stimulating reections on how communication with consumers has changed, on current advertising and marketing strategies, and on naming in the face of sustainability and fairness. The current war scenario and the resulting problems concerning energy supplies, the increased migration in the Western European nations, and the political and social pressure to implement ambitious climate goals lead the economy and advertising agencies to profound reconsiderations.
List of contents
Introduction Ferdinando LongobardiClimate awareness in brand repositioning: Instagram and the new lexicon of energy sustainabilityElin PihlCompany names and sustainable energy. What do the companies want to convey?Paola Cotticelli-KurrasBio, eco and sustainable production. The case of Migros and Coop Marie A. RiegerGreen, Fair, Responsible. Promoting sustainable safari holidays in TanzaniaFrancesca Cotugno, Stella Merlin Defanti, Valerio PisanielloTo bio or not to bio. A linguistic investigation of green policies in Italian retail products Ilia BaranovZigns of Var. Reflection of the Russian - Ukrainian war in Russian commercial signs Florian Koch, Laurent Gautier, Matthieu Llorca, Javier Fernandez-Cruz, Daniel SebinSport sponsoring in times of 'polycrisis'. A discourse analyzis of three contemporary crisesDiego PoliThe conceptual agenda in the narrative construction of crisis Daiana FelecanThe Insularity of (Post-)Pandemic Individuals on the Lexical-Semantic Level Alina Bughesiu, Oliviu Felecan, Daiana Felecan Names in Commerce during the Covid-19 Pandemic Olena Karpenko, Valeriia NeklesovaMemetic Logic of a Brand Name. The Case Study of Corona BeerDaniel SollingIndividuelle Namensgebung von Autos in Schweden. Individual naming of cars in Sweden Sabine HeinemannÖkologisch nachhaltig mit Toastern und kultigen Mäuschen? Frames in der Markenkommunkation von Citroen Ami und Fiat Topolino. Ecologically sustainable with toasters and iconic mice? Frames in the brand communication of Citroen Ami and Fiat Topolino Antje LobinBranding between country-of-origin effect and French washing: Semiotic perspectives Artur GalkowskiStratagemmi di denominazione dei giocattoli, giochi e altri oggetti nel settore dell'intrattenimento (para)militare. Naming strategies for toys, games and other objects in the (para)military entertainment sectorLinnea GustafssonCosmetic product names as a resource for positioning manufacturers in the Zeitgeist of invest-in-yourself or security-familiarity-sustainability IndexesBrand names Product names General Index
About the author
Prof. Dr. Paola Cotticelli ist Inhaberin eines Lehrstuhls für allgemeine und historische Sprachwissenschaft an der Universität Verona.
Anna Dentella ist Doktorandin für historische Sprachwissenschaft an der Universität La Sapienza, Rom.
Dr. Francesca Cotugno ist Junior Professorin für allgemeine Sprachwissenschaft an der Universität Palermo.
Dr. Stella Merlin ist Stipendiatin für allgemeine Sprachwissenschaft an der Universität Federico II, Neapel.
Dr. Valerio Pisaniello ist Professor für allgemeine Sprachwissenschaft an der Universität Chieti-Pescara.
Summary
This volume addresses the fields of naming and branding, in particular company and brand names, names in slogans, and advertising language in general, and all other proper names that are of economic interest in times of crisis. The contributions analyze both advertising on social media as well as printed material concerning commercial names, slogans for climate advertising, pandemic situations, new branding, and communication strategies in critical times, such as war and energetic deciency. The focus of the volume lies in stimulating reections on how communication with consumers has changed, on current advertising and marketing strategies, and on naming in the face of sustainability and fairness. The current war scenario and the resulting problems concerning energy supplies, the increased migration in the Western European nations, and the political and social pressure to implement ambitious climate goals lead the economy and advertising agencies to profound reconsiderations.
