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Title: Discourse, Identities and Genres in Corporate Communication
Subtitle: Sponsorship, Advertising and Organizational Communication
Edited By: Paola Evangelisti Allori
Giuliana Garzone
Series Title: Linguistic Insights - Volume 131

The studies collected in this volume contribute to shedding light on the
multi-faceted complexity and stratification of identity within the context
of corporate communication, by definition characterized by the interplay
and intersection among genres, discursive practices and communicative
events involving both individual and collective actors. The texts
investigated include openly promotional genres specifically aimed at
constructing and promoting a company's image in the marketplace, such as
those used in sponsorship and advertising, as well as organizational genres
which in spite of their primarily operational purpose also incorporate cues
aimed at the planned self-representation of the enterprise. The arguments
presented in the various chapters and the research results supporting them
bring evidence to the crucial role discourse plays in the construction of
corporate identity at all levels.


Paola Evangelisti Allori/Giuliana Garzone: Identities, Discourse and Genres
in Corporate Communication: An Introduction - Jane Lung: A Closer Look at
Identities Affecting Intercultural Business Communication - Giuliana
Garzone: Multiple Sponsorships and Advertising in the Discursive
Construction of Corporate Identity - Paola Evangelisti Allori: Corporate
Identity and Image Promotion through Sponsoring International Sports
Events. A View from the Web - Francesca Santulli: Event and Sponsoring
Company: Presentation and Linking Strategies in the Web-Mediated
Environment - Paola Catenaccio: Representations of Corporate Philanthropy:
A Linguistic Approach - Cecilia Boggio: Automobile Advertising for Cultural
Elites: A Multimodal Analysis - Geraldine E. Hynes/Marius Janson: Using
Semiotic Analysis to Determine Effectiveness of Advertising in Internet
Marketing - Erika Salsnik: Advertorials in the Italian Press: the Impact of
Corporate Identity Strategies on Linguistic Features - Donatella Malavasi:
The Multifaceted Nature of Banks' Annual Reports as Informative,
Promotional and Corporate Communication Practices - Chiara Degano:
Linguistic Perspectives on Image Construction and Moral Identity. The Case
of Banks - Elizabeth Saatci: The Construction of Corporate Identity in
Corporate Conference Calls: The Case of Voluntary Financial Disclosures -
Ulisse Belotti: Unequal Discourse and the Role of Modality in the Language
of Invitations for Bids - Sylvain Dieltjens/Priscilla Heynderickx: The
Interpretation of the Possessives ons/onze in 'Fixed' Phrases in Internal
Business Communication in Dutch.

Paola Evangelisti Allori is Professor of English at the Italian University
for Sport and Human Movement, (IUSM) Roma, Italy. Her main research
interests are in specialized discourse in different domains, both academic
and professional. She has coordinated several research projects and
published extensively on comparative analysis of specialized discourse in
various disciplinary areas and fields of action, both cross-linguistically
and cross-disciplinarily. Her current research is focused on sports-related
domains, exploring text types and genres, particularly in legal and
business communication.

Giuliana Garzone is Professor of English Linguistics and Translation at the
Università degli Studi di Milano, Italy. Her main research interests are in
specialized discourse in its different domains, and in translation and
interpreting studies. She has co-ordinated several research projects and
published extensively on legal language, scientific discourse, business
communication, political discourse and on translation and interpreting. In
recent times her research has explored the impact of multimodality on
professional communication, focusing on text types and genres embedded in
the web-mediated environment.

Publication Year: 2010
Publisher: Peter Lang AG
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Linguistic Field(s): Discourse Analysis
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Format: Paperback
ISBN-13: 9783034305914
Pages: 324
Prices: U.S. $ 81.95
U.K. £ 47.60
Europe EURO 52.90