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Stratégies d'adaptation des marques alimentaires internationales au contexte local : Analyse des mutations identitaires et discursives de Danone, Nestlé et Carte d'Or dans une perspective franco-italienne
No full textThis comparative Franco-Italian study analyses how the food brands Danone, Nestlé and Carte d’Or adapt their brand names and slogans to best meet the expectations of local consumers. Unlike traditional approaches that focus on literal translation, this research looks at the complex mechanisms of linguistic and cultural adaptation that go beyond traditional marketing localisation models. We explore the tension between local cultural roots and global identity in the context of neo-localism. Using a small corpus of 18 slogans (9 Italian, 6 French, and 3 English) from the 1980s to the present, we examine marketing localisation strategies that focus on linguistic and cultural adaptations that allow brands to differentiate themselves in saturated markets and strengthen their identity. Danone, for example, changed its name to Dannon for the US market, while Nestlé used the prefix “nes-” to unify its range. Similarly, Carte d’Or has adapted its flavours and formats to local preferences, while retaining its name. We want to shed new light on the marketing of food brands and show how they manage to combine universality and local roots to strengthen consumers’ attachment to shared values.Cette étude comparative franco-italienne analyse comment les marques agroalimentaires Danone, Nestlé et Carte d’Or adaptent leurs dénominations commerciales et leurs slogans pour répondre au mieux aux attentes des consommateurs locaux. Contrairement aux approches traditionnelles axées sur la traduction littérale, cette recherche porte sur les mécanismes complexes d’adaptation linguistique et culturelle, qui dépassent les modèles classiques de localisation marketing. Nous explorons donc la tension entre ancrage culturel local et identité globale dans le contexte du néo-localisme. À partir d’un petit corpus de 18 slogans (9 italiens, 6 français et 3 anglais) couvrant la période des années 1980 à nos jours, nous étudions les stratégies de localisations marketing ou de localisation marketing centrées sur des ajustements linguistiques et culturels permettant aux marques de se différencier sur des marchés saturés et de renforcer leur identité. Danone, par exemple, a modifié son nom en Dannon pour le marché américain, tandis que Nestlé a utilisé le préfixe « nes- » pour unifier sa gamme. De même, Carte d’Or a adapté les saveurs et les formats aux préférences locales tout en conservant son nom. Nous aimerions apporter un nouvel éclairage sur le marketing des marques agroalimentaires, et montrer comment elles parviennent à allier universalité et ancrage local pour renforcer l’attachement des consommateurs à des valeurs partagées.Cette étude comparative franco-italienne analyse comment les marques agroalimentaires Danone, Nestlé et Carte d’Or adaptent leurs dénominations commerciales et leurs slogans pour répondre au mieux aux attentes des consommateurs locaux. Contrairement aux approches traditionnelles axées sur la traduction littérale, cette recherche porte sur les mécanismes complexes d’adaptation linguistique et culturelle, qui dépassent les modèles classiques de localisation marketing. Nous explorons donc la tension entre ancrage culturel local et identité globale dans le contexte du néo-localisme. À partir d’un petit corpus de 18 slogans (9 italiens, 6 français et 3 anglais) couvrant la période des années 1980 à nos jours, nous étudions les stratégies de localisations marketing ou de localisation marketing centrées sur des ajustements linguistiques et culturels permettant aux marques de se différencier sur des marchés saturés et de renforcer leur identité. Danone, par exemple, a modifié son nom en Dannon pour le marché américain, tandis que Nestlé a utilisé le préfixe « nes- » pour unifier sa gamme. De même, Carte d’Or a adapté les saveurs et les formats aux préférences locales tout en conservant son nom. Nous aimerions apporter un nouvel éclairage sur le marketing des marques agroalimentaires, et montrer comment elles parviennent à allier universalité et ancrage local pour renforcer l’attachement des consommateurs à des valeurs partagées
La quarta via, Aulò, Oltre i bordi e Maka: attività didattiche
No full textAttività didattiche su La quarta via, Aulò, Oltre i bordi e Maka
Relativization strategies and sociolinguistic variation in spoken Italian: a typological account
No full textIn this paper I aim at describing and analysing relative clauses in a corpus of spoken Italian. In the first section, I provide an overview of the relativization strategies in Italian, also taking into account non-standard varieties; then, I briefly discuss the sociolinguistic characterization of the sub-standard area of contemporary Italian. In § 2, I introduce the selected corpus and its characteristics, also explaining the methodologies adopted for data extraction and annotation. Then, in § 3, the results of the analysis are presented. The distributions of the different strategies and the outputs of a statistical analysis show the different importance assumed by both linguistic and extralinguistic factors and enable the explanation of the observed variability. Finally, in § 4, some general conclusions are drawn
Il «parlare senza suono» del fantasma. Morselli e la voce come persistenza
No full textIn the novel Dissipatio H.G. by Guido Morselli, the disappeared humanity leaves the protagonist with various traces of its persistence, among which the voice stands out. This contribution intends to investigate the voice as the persistence of the phantasm, in the Lacanian sense, and as a presence that goes beyond the end. The voice in Dissipatio H.G. manifests itself in three forms: the recorded voice, like the «phonic-visual wrecks» at the beginning of the novel, the voice of the phantasm, with which the protagonist’s friend manifests himself, and the voice as music. The analysis wants to clarify how the phantasm’s voice is always phoné semantiké, so much that the protagonist states for his friend: «I heard his speaking without sound, I received the meaning». There will also be an opening to a female phoné through the study of the unreleased Uonna, in which the protagonist Fenimore, an intersex singer, is successful due to her superhuman voice. The protagonist of Dissipatio H.G. thinks he is having hallucinations that make him hear the voice of his friend who died before the dissipation, even if he later admits that «it was a living voice». But this is precisely the point: the voice can only be living as the voice of a dead person.Nel romanzo Dissipatio H.G. di Guido Morselli, l’umanità scomparsa lascia al protagonista diverse tracce della sua persistenza, tra cui spicca la voce. Il presente contributo intende indagare la voce come persistenza del fantasma, in senso lacaniano, e come presenza che travalica la fine. La voce in Dissipatio H.G. si manifesta in tre forme: la voce registrata, come i «relitti fonico-visivi» all’inizio del romanzo, la voce del fantasma, con cui si manifesta l’amico del protagonista, e la voce come musica. L’analisi vuole chiarire come la voce del fantasma sia sempre phoné semantiké, tanto che il protagonista afferma per l’amico: «Udivo il suo parlare senza suono, ne ricevevo il significato». Vi sarà anche l’apertura a una phoné femminile attraverso lo studio dell’inedito Uonna, in cui la protagonista Fenimore, cantante intersex, ha successo per la sua voce sovrumana. Il protagonista di Dissipatio H.G. pensa di avere delle allucinazioni che gli fanno sentire la voce dell’amico morto prima della dissipazione, anche se poi ammette che «era una voce viva». Ma è proprio questo il punto: la voce può essere viva solo in quanto voce di un morto
Moliterni Fabio, Finzioni meridionali. Il Sud e la letteratura italiana contemporanea, Roma, Carocci, 2024
No full textAt the museum: care for visitors, care for collections
No full textThe introduction to this issue provides a comprehensive overview of the various interpretations of the restorative museum in recent decades. This novel configuration is part of a broader context of reflections and projects for museums, which have emphasised the values of inclusion, diversity, and, ultimately, care. These diverse concerns manifest in various forms on different continents and across different generations of museums.L’introduction du numéro fournit un panorama des différentes acceptions du musée réparateur au cours des dernières décennies. Cette nouvelle configuration s’inscrit dans un contexte plus général de réflexions et de projets pour les musées qui a mis en avant les valeurs de l’inclusion, de la diversité, et finalement du care. Ces différentes préoccupations connaissent des formes variables selon les continents et les générations successives d’établissements.L’introduzione al fascicolo fornisce una panoramica completa delle diverse interpretazioni del museo riparatore negli ultimi decenni. Tale nuova configurazione si inserisce in un contesto più ampio di riflessioni e progetti per i musei, che hanno messo in evidenza i valori dell’inclusione, della diversità e, infine, della cura. Queste diverse preoccupazioni si manifestano in forme variabili nei diversi continenti e tra le generazioni successive di istituzioni museali
Exploring the Boundaries of Perception: Interview with Valeria Bottalico
No full textIn this conversation, Valeria Bottalico explores the intersection of art, perception, and accessibility through the Doppio Senso program at the Peggy Guggenheim Collection in Venice, a project designed to make modern and contemporary art accessible to individuals with visual impairments. Doppio Senso challenges traditional museum experiences by integrating tactile exploration and multisensory engagement, allowing both blind and sighted visitors to interact with art in new ways. Bottalico highlights how Doppio Senso redefines accessibility—not as a separate initiative, but as a core element of the museum experience for everyone, as the project fosters participation, challenges perceptions, and broadens the very definition of seeing.In questa conversazione, Valeria Bottalico esplora l’intersezione tra arte, percezione e accessibilità attraverso il programma Doppio Senso presso la Collezione Peggy Guggenheim di Venezia, un progetto pensato per rendere l’arte moderna e contemporanea accessibile alle persone con disabilità visive. Doppio Senso sfida le esperienze museali tradizionali integrando l’esplorazione tattile e il coinvolgimento multisensoriale, permettendo sia ai visitatori ciechi che a quelli vedenti di interagire con l’arte in modi nuovi. Bottalico sottolinea come Doppio Senso ridefinisca l’accessibilità, non come un’iniziativa separata, ma come un elemento centrale dell’esperienza museale per tutti, promuovendo la partecipazione, mettendo in discussione le percezioni e ampliando la stessa definizione di vedere
Art and Science: a much debated topic
No full textWithin the context of art, science and the holistic value of artwork are two different ways of reading reality in the field of the protection and enhancement of cultural and environmental heritage. Reading reality is synonymous with the work of historians, which involves knowing, interpreting and evaluating works of art through a subjective evaluation and, of technicians, through an objective evaluation. By combining their respective competences and, consequently, forming an interdisciplinary relationship through a need that must reflect humility and a mutual need of each other (a neces-sary prerogative), they will, together, arrive at a scientific truth. These aspects are equally important in the formation and training of professional figures relating to the study and research of the system: artifact of historical-artistic interest-conservation environment-biota. The above is closely linked to the subject of attribution and au-thentication of artwork and to the different intermediate categories that authentic and reproduced works can be classified under. In the latter, which are the results of digital technologies, starting from authentic works, it is evident that ethical and aesthetic is-sues arise in relation to differences between authentic and reproduced works. In con-clusion, as an emblematic historical-technical example of the relationship between art and science, mention is made of the Journal "Conservation Science in Cultural Herit-age”.Within the context of art, science and the holistic value of artwork are two different ways of reading reality in the field of the protection and enhancement of cultural and environmental heritage. Reading reality is synonymous with the work of historians, which involves knowing, interpreting and evaluating works of art through a subjective evaluation and, of technicians, through an objective evaluation. By combining their respective competences and, consequently, forming an interdisciplinary relationship through a need that must reflect humility and a mutual need of each other (a neces-sary prerogative), they will, together, arrive at a scientific truth. These aspects are equally important in the formation and training of professional figures relating to the study and research of the system: artifact of historical-artistic interest-conservation environment-biota. The above is closely linked to the subject of attribution and au-thentication of artwork and to the different intermediate categories that authentic and reproduced works can be classified under. In the latter, which are the results of digital technologies, starting from authentic works, it is evident that ethical and aesthetic is-sues arise in relation to differences between authentic and reproduced works. In con-clusion, as an emblematic historical-technical example of the relationship between art and science, mention is made of the Journal "Conservation Science in Cultural Herit-age”
Culture is one, “cultural” is plural. Variances in cultural heritage sectors, knowledge and values
No full textThe scientific value of Armenian written manuscripts
No full textLanguage plays an important role in the development of any state because it evolves in direct contact with people's thinking, history, culture, and worldview. When studying the works of foreign and domestic scientists and classifying the Middle Ages heritage by linguistic features, it can clearly be seen that Turkic written manuscripts in different periods were written in different alphabets, such as runic, Uyghur, Manichaean, Brahma, Arabic, Latin, Armenian, Chagatai, and Cyrillic. Based on the use of Armenian graphics, it has also been established that in the Middle Ages, the heritage of Turkic peoples, including the Qypchaks, was written in a variety of genres and has survived to this day in written manuscripts. The study of Armenian writing in the Qypchak language is especially important in today's Kazakhstani social life.We seek the origins of the Kazakh language and nation in the Qypchak community which emerged in the ancient Turkic period and flourished in the Middle Turkic period. Historical and linguistic works written about the history, language, and culture of the Qypchak community, which ruled the territory from Central Europe to Northern China in the Middle Ages, have demonstrated that the study of the Qypchak people who lived in the Middle Ages is still relevant in modern science. This field studies the history, language, ethnography, culture, and other aspects of the steppe nomadic civilization. Moreover, it aims to thoroughly investigate its aspects, compare the origins and roots of ethnic groups of Qypchak descent to their current condition, and demonstrate traces of historical continuity.The German scientist Adalbert Merx’s work «Türkische Sprichwörter» (Turkish proverbs) written in 1893 and stored in the Bayerische Staats Bibliothek Muenchen library is taken as the object of research. Moreover, the proverbs in the manuscript language are read directly from the Armenian script; the relevance and scientific value of the topic is reported in the given article