ADVERTISING LANGUAGE IN THE TIME OF COVID

Abstract

During the COVID-19 pandemic, a renewed interest in advertising and linguistic analysis emerged. This article explores the linguistic aspects of Italian advertising during the COVID-19 pandemic. The article's goal is to examine and synthesize the linguistic characteristics of commercial communication during the pandemic, analyzing significant research findings in this area. Each phase of the pandemic (the lockdown period, the recovery phase, and the (post)-vaccination phase) highlights different consumption styles and narrative threads prevalent in advertising, emphasizing themes like safety, Italian identity, and the role of technology in the pandemic era. It delves into linguistic phenomena used in advertising during each phase, such as rhetorical devices, linguistic techniques, and storytelling strategies. These include antithesis, deictic expressions, “magic” words, metaphors, and linguistic emphasis on the concepts of Italian identity, simplicity, and the use of technology. Furthermore, the article covers semiotic analysis, exploring the verbal and visual components of advertising, drawing parallels with historical advertising techniques. It emphasizes how linguistic techniques used in the pandemic period reflect a creative and persuasive strategy, blending linguistic and visual elements to convey messages effectively. The article concludes by acknowledging the shifts in advertising strategies during the pandemic, using linguistic techniques to adapt to changing circumstances, and introducing innovative linguistic strategies, such as the use of the amphiboly figure in the public communication of brand names and product messaging during the pandemic.