THE POWER OF LANGUAGE IN COMMUNICATION WITH A FOCUS ON THE NEW PARADIGM OF SUSTAINABILITY

Abstract

The final dissertation on which I am working will be entitled “The power of language in communication with a focus on the new paradigm of sustainability” since it will be a path subdivided into three chapters to underline the various different linguistic mechanisms which are exploited in advertising, with a focus on the importance of the new emerging trend of the circular economy. In the first introductory chapter, I will analyze how language, which can come in various forms, namely words, icons and symbols, influences communication. In addition, implicit and explicit communication strategies will be mentioned. The second chapter, instead, starts with a comparison between commercial and sustainable advertising underlining how communication has to adapt to new paradigms. In addition, it will highlight the relevance of both verbal and visual the language both to narrate a sustainable brand and to avoid greenwashing problems. The third and last chapter will be the analysis of Coop Italia case history: brand which makes sustainability the driver of their mission. Thus, the communication strategy of the organization will be studied in order to demonstrate the importance of the right language when providing information to the customer base.