LINGUISTIC REPRESENTATION OF THE LINGUOCULTURAL CONCEPT "MADE IN ITALY" IN ITALIAN-LANGUAGE COMMERCIALS BY ITALIAN FOOD PRODUCERS

Kuzminykh Zhanna Olegovna, Krasilnikova Nadezhda Valentinovna, Patrusheva Anastasia Nikolaevna

The article analyzes the structural and semantic components of the linguocultural concept «Made in Italy» in contemporary Italian-language advertising discourse, namely «product quality», «Italian origin», and «preservation of production traditions and ancestral expertise». The research material consisted of advertising videos by Italian food producers. Through the analysis of the selected videos’ texts, key verbal means of representing the identified components of the «Made in Italy» concept in Italian food advertising were identified.

Keywords:advertising discourse, linguocultural concept, national mentality.