A cross-linguistic and pluricentric analysis of address patterns in automobile brand websites: Swiss Italian is not like any other

IF 1.8 2区文学 Q2 COMMUNICATION

Language & Communication Pub Date : 2026-07-01 Epub Date: 2026-06-19 DOI:10.1016/j.langcom.2026.06.001

Valentina De Iacovo, John Hajek

引用次数: 0

Abstract

Pragmatic variation in pluricentric languages is an area of increasing research interest, although little explored to date in the case of Italian (and even less so in the case of marketing). Examination of a corpus of French, German and Italian car brand websites across language varieties shows patterns of (in)formal address pronoun use in Italian in Italy and Switzerland are very different: informal tu prevails in Italy, while in Swiss Italian a range of forms (tu, Lei, voi, as well as the infinitive) are used, often together. We consider possible reasons for this, including translation and language contact effects (also supported by other evidence in our data and from elsewhere), influenced by the national origin (and language) of the brand in question.

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汽车品牌网站地址模式的跨语言、多中心分析：瑞士意大利语不同于其他任何一种

多中心语言中的语用变化是一个越来越受关注的研究领域，尽管迄今为止对意大利语的研究很少（在营销方面更少）。对法语、德语和意大利语汽车品牌网站语料库的研究显示，意大利和瑞士意大利语中正式称呼代词的使用模式非常不同：意大利普遍使用非正式称呼代词tu，而瑞士意大利语中则使用一系列形式（tu、Lei、voi以及不定式），经常一起使用。我们考虑了可能的原因，包括翻译和语言接触效应（也得到了我们数据和其他地方的其他证据的支持），受到有关品牌的国籍（和语言）的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Language & Communication Multiple-

CiteScore

3.40

自引率

6.70%

发文量

期刊介绍： This journal is unique in that it provides a forum devoted to the interdisciplinary study of language and communication. The investigation of language and its communicational functions is treated as a concern shared in common by those working in applied linguistics, child development, cultural studies, discourse analysis, intellectual history, legal studies, language evolution, linguistic anthropology, linguistics, philosophy, the politics of language, pragmatics, psychology, rhetoric, semiotics, and sociolinguistics. The journal invites contributions which explore the implications of current research for establishing common theoretical frameworks within which findings from different areas of study may be accommodated and interrelated. By focusing attention on the many ways in which language is integrated with other forms of communicational activity and interactional behaviour, it is intended to encourage approaches to the study of language and communication which are not restricted by existing disciplinary boundaries.