Narrative and Multimodal Approaches to Corporate Discourse

The book investigates multimodal and narrative strategies employed by some traditional long-standing family firms in order to promote their corporate identity abroad. In particular, the websites of I Centenari and Unione Imprese Centenarie Italiane – two famous associations of Italian companies producing artisanal and handmade products, food and wine – will be investigated. In particular, the book is a research-based work which could also attract the attention of students from both economic and linguistic backgrounds. For instance, marketers and scholars from the marketing field could discover linguistic perspectives to be applied to corporate discourse. The book will be of interest to students of English linguistics, business English, applied linguistics and English for special purposes, as well as marketing studies and corporate identity. In particular, it could be adopted by university modules of business English included in master’s degree courses at departments of economic studies (economics and commerce, business administration).