Theoretical Perspectives

Italian Agri-Food Products Abroad: Word Formation Processes on Instagram

“…In the light of these considerations, investigating the way in which advertisers create the message can be important for two interconnected reasons. From a commercial perspective, linguistic strategies are essential for businesses to thrive in a competitive environment, attracting and retaining customers; from a more linguistic point of view, analysing the language used can be crucial to understand both how the message is moulded and, more specifically, how smaller units of meaning, such as words, may undergo changes to match the advertisers' creativity needs (Horninks & van Meurs, 2019).…”