TY  - BOOK
AU  - Evangelisti Allori,Paola
AU  - Garzone,Giuliana
TI  - Discourse, identities and genres in corporate communication: sponsorship, advertising and organizational communication 
T2  - Linguistic insights : studies in language and communication
SN  - 3034305915
U1  - 302.2/4 22
PY  - 2010///
CY  - Bern
PB  - Peter Lang
KW  - English language
KW  - Rhetoric
KW  - Business English
KW  - Technical English
KW  - Business communication
KW  - Ingles técnico
KW  - Inglés
KW  - Análisis del discurso
KW  - Comunicación en la empresa
KW  - Retórica
N1  - Includes bibliographical references
N2  - The studies collected in this volume contribute to shedding light on the multi-faceted complexity and stratification of identity within the context of corporate communication, by definition characterized by the interplay and intersection among genres, discursive practices and communicative events involving both individual and collective actors. The texts investigated include openly promotional genres specifically aimed at constructing and promoting a company’s image in the marketplace, such as those used in sponsorship and advertising, as well as organizational genres which in spite of their primarily operational purpose also incorporate cues aimed at the planned self-representation of the enterprise. The arguments presented in the various chapters and the research results supporting them bring evidence to the crucial role discourse plays in the construction of corporate identity at all levels
ER  -