20710609 - Word design and advertising - LM -

The course aims to define the Adv Language as a powerful tool of verbal-iconic design.
A series of teaching/learning activities complete the presentation of the cognitive models and the explication of the grammar that, marking slogans, headlines, jingles, captions and trademarks, change the objects we live by.
In this perspective the creative and innovative Adv Language is described as a perceptive transformer code, that has to understood through the different phases of project, realization, and representation. In this process the activities of naming regarding the products and the promotional messages are a fundamental strategy of conceptual construction.
With the course, the students also acquire the specific skill for transcribing them in a repository and analyzing complex icono-texts as the tv commercial and that of using their a-grammatical rules and their non-senses in a coherent and creative way.
The course is divided in three parts:
1.From the spatial design to the word design;
2.The grammar of the Adv Language between rules and semantic mappings;
3. The adv language around the bod mail-order catalogues and the trademarks of Cosmetics, Fashion, Food and Sport.
Workshops, experiments and surveys improve the theorical study with aapplied training.
teacher profile | teaching materials

Mutuazione: 20710609 Word design and advertising - LM - in Informazione, editoria, giornalismo LM-19 CATRICALA' MARIA


The new title of the course “Linguistics, media and advertising” is based on a specific idea of the linguistic and the iconic configuration of the advertising messages. Over the enormous combinations of images and words, that have been elaborated between sense/nonsense, blends and portmanteau words, weasel words and implicatures,
neologisms and mysterious and complex brands, it is possible to find, to count and to describe some constant rules, restrains and schemas, that command every communicative process addressed by the art directors and the copy-writers to the consumers and to the other kinds of advs targets. These rules can be ascribed to the relevant chapter of Design, and for this the course is divided in three parts:
- The first part aims to explain what is adverting and to list and to illustrate the different typologies of advertising (commercial, political, institutional, advocacy, etc.), the diverse kinds of the advertisements (from posters to folders, commercials to pitch-spot, etc.) and their elements (from headline to body copy or jingle, etc.);
- In the second part, the concept of design is described in the light of the cognitive pattern, the imagery definition, the visual word paradigm and the textual theory. The idea of design as process aimed to project and to create new objects and identities is fundamental for explaining the sense of texts without coherence and cohesion, as wel as those of advertising.
- In the third, but not least part, the particular phonological, morphological, lexical, syntactic and rhetorical features of the advertising messages will be analyzed examining a series of examples, classified on the base of a single trait: e.g., the kind of product, the typology of consumer, the identity of the narrator, etc.
The lexical aspects and the brand names are analyzed in-depth, from several points of view, evaluating the importance of naming, as one of the most relevant strategy for creating connotative identities and the so called top ten. On this topic. it is analized the change of the old strategies linkef to interent impact-

Core Documentation

Catricalà M. One thousand and one way for reading a brand, Quaderni Simbolon, Milella Lecce. ( chap.
Baldini Le parole della pubblicità, Armando, Roma.
Capozzi M.R. La comunicazione pubblicitaria, FrancoAngeli , Milano.

Chosen pages
Brincat G. L’italiano e la creatività: insegne dei negozi e slogan pubblicitari, in Percorsi linguistici, in onore di V. Orioles , Forum. Udine pp. 93-104
Cotticelli Kurras. Gli studi sul linguaggio pubblicitario, in Percorsi linguistici, in onore di V. Orioles , Forum, Udine pp.145-158.
Minestroni L. La pubblicità nonostante i mass media . Mondadori
for the

Type of delivery of the course

Lessons face to face in classroom , handout, exercizes and power point presentations.


It the students do not attend the lessons , cannot present the exercizes for the final evaluation. The text books are the same.

Type of evaluation

Oral examination on the texts , the individual project-work and exercises.