This study consists in retrieving instances of trademarks – attested in the English language and at the same time used as generics in Italian – through a dictionary-based analysis in order to assess their influence on the Italian vocabulary. Starting from the multifaceted nature of trademarks, their impact on the vocabulary of the English and – as a consequence of borrowing – of the Italian language is measured through a meta-lexicographic analysis. Accordingly, dictionaries are viewed not only as mere records of words but also as inventories of culture-bound lexical items, which are witnesses of the (supposed) prestige of brand culture or trademark culture.

Brand Culture Mirrored in Dictionaries: Generic Trademarks in English and Italian

FURIASSI, Cristiano Gino
2012-01-01

Abstract

This study consists in retrieving instances of trademarks – attested in the English language and at the same time used as generics in Italian – through a dictionary-based analysis in order to assess their influence on the Italian vocabulary. Starting from the multifaceted nature of trademarks, their impact on the vocabulary of the English and – as a consequence of borrowing – of the Italian language is measured through a meta-lexicographic analysis. Accordingly, dictionaries are viewed not only as mere records of words but also as inventories of culture-bound lexical items, which are witnesses of the (supposed) prestige of brand culture or trademark culture.
2012
English Dictionaries as Cultural Mines
Cambridge Scholars Publishing
95
114
9781443836470
http://www.c-s-p.org/
Trademarks; Dictionaries; genericness
Cristiano Furiassi
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2318/131278
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