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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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DONATELLA MALAVASI The Multifaceted Nature of Banks’ Annual Reports as Informative, Promotional and Corporate Communication Practices 1. Introduction In the wide field of business studies and discourse analysis, careful consideration has been given to Annual Reports (ARs) as a particular instance of financial communication. Annual Reports have been widely recognized as “the principal document used by most public companies to disclose corporate information to their shareholders” (SEC, Securities and Exchange Commission,1 ). In detail, ARs can be defined as a specific investor relations practice, since they correspond to forms of “communication of information relating to the company to the financial community; analysts, investors and potential investors” (Marston/Straker 2001: 82). Or in Tosun’s terms (2004), ARs have been categorized as a form of financial public relations, which falls within the scope of PRs, i.e. an instrument used for relationship building between organizations and the public. Indeed, annual reports and financial public relations share the primary goal of “com- municat[ing] with stockbrokers, financial analysts, institutional and This chapter is based on a paper presented at the Seminar ‘English in Inter- national Corporate Communication’ convened by G. Garzone and C. Nickerson within the framework of the International Conference ESSE 8, London, 27 August – 2 September 2006. 1 SEC is an American commission whose goals are the protection of investors, the maintenance of fair, orderly, and efficient markets, and the facilitation of capital formation (, last accessed September 2009). Donatella Malavasi 212 private investors, financial columnists, and the financial press, in addition to performance-related...

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