Abstract:
The present thesis explores and analyses how context is relevant to two fundamental aspects of marketing, namely branding and advertising. The term “context” is here approached from the point of view of pragmatics: the dissertation, indeed, takes into account the factors characterising the linguistic, paralinguistic and extra-linguistic contexts. The dissertation then explores how such factors can be exploited in order to ensure an effective conveyance and interpretation of the intended brand message through branding and promotional elements. Explanatory examples and case studies are presented as well. The aim of the study is to demonstrate the paramount importance of contextualization in commercial communication in order to formulate and convey a message that can be correctly interpreted and understood by the target audience.
