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Discourse, Identities and Genres in Corporate Communication

Sponsorship, Advertising and Organizational Communication


Edited By Paola Evangelisti Allori and Giuliana Elena Garzone

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.


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GIULIANA GARZONE Multiple Sponsorships and Advertising in the Discursive Construction of Corporate Identity* 1. Study design This study deals with sponsorship discourse, and is aimed at identify- ing the strategies deployed in corporate communication by companies engaged in multiple sponsorship initiatives, focusing on those aspects which contribute to the construction or enhancement of the general public’s perception of corporate identity. It takes as a starting point the analysis of a representative case study, that of the multinational corporation Accenture, and examines the texts presenting its sponsorship initiatives published on the com- pany’s Website, and looks at how they are leveraged through cam- paigns based on various media – print, television, online and posters. Special attention is given to ‘sponsorship webpages’, i.e. webpages devoted to illustrating the rationale underlying sponsorship initiatives, as an emerging (sub-)genre native to the Web, as well as to advertise- ments.1 The main purpose of the study is to identify the principal dis- * The research on which this chapter is based contributes to the National Re- search Programme Tension and Change in Domain-specific Genres funded by the Italian Ministry of University (COFIN Grant No. 2007JCY9Y9). 1 This article is based on the situation of Accenture’s sponsorship initiatives at the time of writing, in July 2009. It has to be pointed out that Accenture’s sponsorship of golf champion Tiger Woods ended in December 2009 in light of the controversy around his private life. However, Accenture’s sponsorship of Woods remains a very interesting case study, offering insights into the...

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