This study focuses on the analysis of three advertising campaigns by Lavazza, an Italian roasting coffee company founded in Turin in 1895 by Luigi Lavazza. The first part aims to provide a theoretical framework both from the point of view of advertising, i.e. marketing principles, and from the point of view of communication, i.e. translation. The second part, the corpus of this dissertation, focuses on the translational analysis of the French and Italian versions of Lavazza's three advertising campaigns: the international advertising campaign starring Sergio Castellitto, "Lavazza, There's More to Taste", in the French and Italian versions, the French-language advertising campaign entitled "More than Italian - Qualità Oro" and the campaign promoting the organic product range, "Lavazza More than Italian - Tierra", in its Italian and French versions. The last part will be devoted to the conclusions drawn on the basis of the theoretical principles explained above and personal reflections, bearing in mind the main objective of this research: to demonstrate how and with what marketing and linguistic strategies Lavazza has tried to position itself and is still positioning itself on the international market, and in particular on the French market, based on the fundamental analysis of the company's advertising campaigns.
Cette étude se focalise sur l’analyse de trois campagnes publicitaires de Lavazza, une entreprise italienne de café torréfié, fondée en 1895 à Turin par Luigi Lavazza. La première partie vise à fournir un cadre théorique à la fois du point de vue de la publicité, c'est-à-dire des principes de marketing, et du point de vue de la communication, c'est-à-dire de la traduction. La deuxième partie, le corpus de cette mémoire, se concentre sur l’analyse traductionnelle des versions françaises et italiennes des trois campagnes publicitaires de Lavazza: la campagne publicitaire internationale avec Sergio Castellitto “Lavazza, There’s More to taste”, dans la version en langue française et italienne, la campagne publicitaire en langue française nommée “More than Italian - Qualità Oro” et la campagne de promotion de la gamme des produits biologiques “Lavazza More than Italian - Tierra”, dans ses versions en langue italienne et française. La dernière partie sera consacrée aux conclusions tirées sur la base des principes théoriques expliqués ci-dessus et des réflexions personnelles, en tenant compte de l'objectif principal de cette recherche: démontrer comment et avec quelles stratégies marketing et linguistiques Lavazza a tenté de se positionner et se positionne encore aujourd’hui sur le marché international, en particulier sur le marché français, en s'appuyant sur l'analyse fondamentale des campagnes publicitaires de l'entreprise.
Localisation et positionnement de Lavazza sur le marché français: une analyse des campagnes publicitaires de l'entreprise
FINCATO, ANNA
2023/2024
Abstract
This study focuses on the analysis of three advertising campaigns by Lavazza, an Italian roasting coffee company founded in Turin in 1895 by Luigi Lavazza. The first part aims to provide a theoretical framework both from the point of view of advertising, i.e. marketing principles, and from the point of view of communication, i.e. translation. The second part, the corpus of this dissertation, focuses on the translational analysis of the French and Italian versions of Lavazza's three advertising campaigns: the international advertising campaign starring Sergio Castellitto, "Lavazza, There's More to Taste", in the French and Italian versions, the French-language advertising campaign entitled "More than Italian - Qualità Oro" and the campaign promoting the organic product range, "Lavazza More than Italian - Tierra", in its Italian and French versions. The last part will be devoted to the conclusions drawn on the basis of the theoretical principles explained above and personal reflections, bearing in mind the main objective of this research: to demonstrate how and with what marketing and linguistic strategies Lavazza has tried to position itself and is still positioning itself on the international market, and in particular on the French market, based on the fundamental analysis of the company's advertising campaigns.File | Dimensione | Formato | |
---|---|---|---|
Fincato_Anna.pdf
accesso aperto
Dimensione
572.63 kB
Formato
Adobe PDF
|
572.63 kB | Adobe PDF | Visualizza/Apri |
The text of this website © Università degli studi di Padova. Full Text are published under a non-exclusive license. Metadata are under a CC0 License
https://hdl.handle.net/20.500.12608/65455