Per un’analisi dei marchionimi italiani in Germania: primi risultati di un’indagine in corso

Abstract

The aim of this paper is to describe a corpus of 200 Italian or “Italianized” brand and product names of German companies: choosing a name which is, or “sounds”, Italian is a strategy to add value to the brand, mainly in fields like gastronomy, fashion, design, in which Italian brands and products are famous all over the world. The linguistic analysis shows the main ways to create an Italian or pseudo-Italian brand name and confirm the persistence of cultural and linguistic stereotypes about Italy.