The book investigates multimodal and narrative strategies employed by some traditional long-standing family firms in order to promote their corporate identity abroad. In particular, the websites of I Centenari and Unione Imprese Centenarie Italiane two famous associations of Italian companies producing artisanal and handmade products, food and wine will be investigated. In particular, the book is a research-based work which could also attract the attention of students from both economic and linguistic backgrounds. For instance, marketers and scholars from the marketing field could discover linguistic perspectives to be applied to corporate discourse. The book will be of interest to students of English linguistics, business English, applied linguistics and English for special purposes, as well as marketing studies and corporate identity. In particular, it could be adopted by university modules of business English included in master's degree courses at departments of economic studies (economics and commerce, business administration).
Stefania D'Avanzo is associate professor of English language, translation and linguistics at University of Campania 'L. Vanvitelli', Department of Economics. Her main research interests and publications focus on corporate, legal, medical, environmental, institutional and popularisation discourse. Her methodology and theoretical approaches include, among others, multimodality, corpus based approach, critical discourse analysis and cognitive linguistics. She has recently published a paper on medical communication ("Misinformation through Social Media: The TikTok 'Debate' on the COVID-19 Pandemic and the Institutional Reaction," in Framing Ethics and Plagiarism in Medical Research Writing and Publishing, J. Tessuto and M. Caraglia (eds.), (Cambridge Scholars Publishing, 2024), and co-edited a special issue on business narratives (P. Catenaccio, S. D'Avanzo, and J. Geert (eds.), "Narrating and Communicating Business 'Stories': Multifaceted Approaches to Corporate Communication," I-Land Journal 1 (2021)). She is the author of a monograph on legal and political discourse on immigration and asylum (Europe: Home of Migrants Built on Sand: EU Political and Legal Discourse on Immigration and Asylum, Cambridge Scholars Publishing, 2012).
