The role of language in marketing and branding: shaping the right message captivating consumer attention

This paper will discuss the importance of language in the world of marketing and how its different uses can radically change the nature of the message conveyed to the end consumers. In particular, it will be observed how these dynamics have changed in the past and how they are still varying and transforming today, thanks to the rapid changes in the internal dynamics of our society and the constant evolution of new technologies. Many real cases scenarios will be analyzed, to understand how context and even particular historical events can affect communication and the language used.