“Homo Europaeus"? A comparative analysis of advertising

Enthymema. 2018;0(21):62-72 DOI 10.13130/2037-2426/9517


Journal Homepage

Journal Title: Enthymema

ISSN: 2037-2426 (Print)

Publisher: Università degli Studi di Milano

LCC Subject Category: Language and Literature: Philology. Linguistics: Language. Linguistic theory. Comparative grammar: Style. Composition. Rhetoric | Language and Literature: Literature (General): Oratory. Elocution, etc.

Country of publisher: Italy

Language of fulltext: Russian, Spanish, English, Italian, French, German

Full-text formats available: PDF



Stefano Calabrese (Università degli Studi di Modena e Reggio Emilia)

Antonella De Blasio (Università degli Studi di Modena e Reggio Emilia)

Bianca Di Prazza (Università degli Studi di Modena e Reggio Emilia)


Double blind peer review

Editorial Board

Instructions for authors

Time From Submission to Publication: 16 weeks


Abstract | Full Text

The narrative repertoire of advertising is the only place where producer and consumer, sender and receiver negotiate a common identity format. The analysis of advertising in European countries shows that there is no such thing as the homo europaeus, but that there are two major continental blocks: the Nort-European one, with its monochronic advertisements, narrative formats based on relationships and soft-sell brand representation mechanisms, in which the context is more relevant than the product itself; in Southern Europe, on the other hand, we found polychronic advertising, narrative formats based on the idea of performance and mechanisms of representation of individual hard-sell products, in which the context loses its prominence.