Made in Italy Provides the American Market with Added Value: A Linguistic Analysis of Wine Websites


  • Sara Corrizzato University of Verona



tourism, wine industry, Italy, United States


The various programmes promoted by the Italian government in the last two decades have strongly contributed to disseminating agri-food Italian products around the world, forcing Italian producers to review locally-based assumptions and set new plans of action that aim at presenting their products to foreign audiences and convince them to buy. Among the many strategies that have emerged, recent approaches have generated what nowadays is popularly known as the “Made in Italy” component. The contribution aims at analysing the official websites of sixteen Italian Wineries to investigate whether, and to what extent, the promotional representation of the products - and its intrinsic image given by their origins – faithfully reproduces the Made in Italy conceptual framework, contributing to transmitting the aforementioned values associated with Italy and its socio-linguistic habits. Therefore, a pervasive use of words related to the concepts of authenticity, quality and artisan craftsmanship should be present. Data were collected from sixteen official Italian winery websites, chosen from the 2017 Wine Spectator’s top 100 wines list.


Apte, M. “Language in sociocultural context.” The Encyclopedia of Language and Linguistics. Vol.4. Eds. Ronald. E. Asher and J. M. Y. Simpson. Oxford/New York: Pergamon Press, 1994. 2000-2010.

Askegaard, Søren and Ger Güliz. “Product-country Images: Towards a Contextualized Approach.” European Advances in Consumer Research 3 (1998): 50-58.

Becattini, Giacomo. Dal Distretto Industriale allo Sviluppo Locale. Svolgimento e Difesa di un’Idea. Torino: Bollati Boringhieri, 2000.

Becattini, Giacomo. Il Calabrone Italia. Ricerche e Ragionamenti sulla Peculiarità Economica Italiana. Bologna: Il Mulino, 2007.

Becattini, Giacomo. Distretti Industriali e Made in Italy. Le basi Socioculturali del Nostro Sviluppo Economico. Torino: Bollati Boringhieri, 1998.

Bertoli, Giuseppe, Resciniti Riccardo. “Made in Italy e Country of Origin Effect.” Mercati e Competitività, 2 (2013) 13-36. Broderick, Amanda and David Pickton. Integrated Marketing Communication. New York: Prentice Hall, 2005.

Bucci Ampelio, Vanni Coldeluppi and Mauro Ferraresi. Il Made in Italy. Roma: Carocci, 2011.

Castronovo Valerio. Storia Economica d’Italia. Dall’Ottocento ai Giorni Nostri. Torino: Einaudi, 2013.

Dinnie, Keith. “Country-of-origin 1965-2004: A Literature Review.” Journal of Customer Behaviour 3.2 (2004):165-213.

Ettenson, Richard, Janet Wagner and Gary Gaeth. “The Effect of Country of Origin and the ‘Made in the U.S.A. Campaign.” Journal of Retailing 64 (1988): 85-100.

Ferraresi, Mauro, Sabrina Pomodoro and Ariela Mortara. “Il Punto di Vista dei Consumatori.” Il Made in Italy. Eds. Ampelio Bucci, Vanni Coldeluppi and Mauro Ferraresi. Roma: Carocci, 2011. 151-164. Fortis, Marco. Il Made in Italy. Bologna: Il Mulino, 1998

Han, Min C. “Country image: Halo or Summary Construct?.” Journal of Marketing Research 26 (1989): 222- 229.

Harrison-Walker, Jean L. “The Relative Effects of National Stereotype and Advertising Information on the Selection of a Service Provider: An Empirical Study.” Journal of Services Marketing 9.1 (1995): 47-59.

Hofstede, Geert. “The Business of International Business is Culture.” International Business Review Vol. 3.1 (1994): 1-14.

Hofstede, Geert. “Dimensionalizing Cultures: The Hofstede Model in Context.” Online Readings in Psychology and Culture 2.1 (2011): 1-26.

Hofstede, Geert, Gert Jan Hofstede and Michael Minkov. Cultures and Organizations: Software of the Mind. New York: McGraw-Hill, 2010.

Katan, David. Translating Cultures: An Introduction for Translators, Interpreters and Mediators. Manchester: St. Jerome, 1999.

Kramsch, Claire. “Culture in Foreign Language Teaching.” Iranian Journal of Language Teaching Research 1.1 (2013): 57-78.

Kroeber, Alfred L. and Kluckhohn Clyde. Culture. A Critical Review of Concepts and Definitions. Cambridge, MA: The Museum, 1952.

Matsumoto, David. Culture and Psychology. Pacific Grove: Brooks/Cole, 1994. Maude, Barry. Managing Cross-cultural Communication: Principles and Practice. Basingstoke: Macmillan Palgrave, 2011.

Moran, Robert T., Philip R. Harris and Sarah V. Moran. Managing Cultural Differences. London: Routledge 2011.

Nagashima, Akira. “A Comparison of Japanese and US Attitudes towards Foreign Products.” Journal of Marketing 34.1 (1970): 68-74.

Nagashima, Akira. “A Comparative ‘made in’ Product Image Survey among Japanese Businessmen.” Journal of Marketing 41.3 (1977): 95-100.

Newmark, Peter. A Textbook of Translation. Hamel Hempstead: Prentice Hall, 1988. Papadopoulos, Nicolas and Louise Heslop. Product and Country Images: Research and Strategy. New York: The Haworth Press, 1993.

Risager, Karen. Language and Culture: Global Flows and Local Complexity. Bristol: Multilingual Matters, 2006.

Schein, Edgar. “Coming to a New Awareness of Organizational Culture.” Sloan Management Review 25.2 (1984): 3–16.

Schein, Edgar, “Organizational Culture.” American Psychologist 45.2 (1990): 109–119.

Schooler, Robert D. “Product Bias in the Central American Common Market”. Journal of Marketing Research 2.4 (1965): 394-397.

Spencer-Oatey, Helen. Culturally Speaking. Culture, Communication and Politeness Theory. London: Continuum, 2008.

Spencer-Oatey, Helen. “What is Culture? A Compilation of Quotations.” GlobalPAD Core Concepts, 2012. Available at GlobalPAD Open House:

Vianelli, Donata and Fabio C. Marzano. “L'effetto ‘country of origin’ sull'Intenzione d'Acquisto del Consumatore: Una Literature Review”. DEAMS Working Paper Series 2 (2012): 1-34.

Yaprak, Attila. Formulating a Multinational Marketing Strategy: a Deductive Cross-national Consumer Behaviour Model. Ann Arbor: University Microfilms, 1978.






Articles (general section) - English language and linguistics