Through this research I have tried to demonstrate how the evolution of the newest marketing strategies - that work towards engaging relationships with consumers, thus building an emotional connection between the brand and the user- can be considered as a response to the evolution of young audiences and consumers. More specifically, I have analized product placement as a cultural and social phenomena above all, and not only as an economical one, thus demonstrating all the social and cultural practices that this tool implies. The approach I have chosen to do so, is historical-analytical, particularly focusing on the evolution of the society and of the consumer, especially for what teenagers (both as audiences and as consumers) are concerned.

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The doctoral research project "Audiovisuals and Social Networks: Text and Experiences 2007-2010" is mainly based on the analysis of the international audiovisuals landscape and of the promotional strategies of these products in Social Networks environment. The aim is to understand what kind of changes we can find about the concept of "text", users and marketing. The thesis is focused not just on Social Network marketing but also on new media development, such as Social TV and mobile.

Abstract The academic environment has recently recognized the importance and benefits that an extensive research on the translation of advertising can have for translation studies. Despite the growing interest and increasing research activity in the field it is still difficult to speak about a theory of advertising translation in general. There is a need for further study encompassing different languages and both heterogeneous and homogenous cultures that will give the possibility to receive a more complete map of what the translation of advertising is and should be. Previous studies have been concentrated, for the most part, on Western European language pairs. This study is a research into perfume and cosmetics print advertisements translated from English into Russian where both visual and verbal elements are considered. Three broad translation approaches have been identified in what concerns the verbal message: Translated message, parallel translation, recreated adverts, and three approaches in dealing with the image: similar images, modified images, completely different images. The thesis shows that where Russian advertisements for perfume products tend to have a message, or create one, this is often lacking in the English copy. The article ends by suggesting that perfume advertisements favor the standardization approach when entering Russian market. The attempts to localize the advert have also been noticed although they are obviously less numerous in perfume adverts and are rather instances of adaptation - a mix between the localization and standardization approaches since they keep drawing on the same globally accepted universals about female beauty and concern for ‘woman’s identity’ (we focused our analysis on products designed for female consumers). This study, complementing previous studies, aims to be a contribution to the description of laws and strategies that guide the translation of advertising texts into Russian.

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La ricerca si propone come studio teorico e analitico basato sulla traduzione letteraria e audiovisiva del genere diasporico, esemplificato nel romanzo The Namesake – L’omonimo di J. Lahiri e nel film The Namesake – Il destino nel nome di M. Nair. Si sviluppa, quindi, un doppio percorso di analisi, concentrandosi sulla traduzione interlinguistica di due modalità testuali differenti, quella letteraria (il testo narrativo) e quella audiovisiva (in particolare, il doppiaggio). L’approccio teorico è di stampo interdisciplinare, come risulta sempre più imprescindibile nel campo dei Translation Studies: infatti, si cerca di coniugare prospettive di natura più linguistica, quali i Descriptive Translation Studies (in particolare, Toury 1995) e lo sviluppo degli studi sui cosiddetti ‘universali traduttivi’, con approcci di stampo più culturalista, in particolare gli studi sulla traduzione post-coloniali, con le loro riflessioni sui concetti di ‘alterità’ e ‘ibridismo’. Completa il quadro teorico di riferimento una necessaria definizione e descrizione del genere diasporico relativo alla cultura indiana, in rapporto sia al contesto di partenza (statunitense) sia al contesto di arrivo (italiano) per entrambi i testi presi in considerazione. La metodologia scelta per l’indagine è principalmente di natura linguistica, con l’adozione del modello elaborato dallo studioso J. Malone (1988). L’analisi empirica, accompagnata da una serie di riflessioni teoriche e linguistiche specifiche, si concentra su tre aspetti cruciali per entrambe le tipologie testuali, quali: la resa della naturalezza dei dialoghi nel discorso letterario e in quello filmico, la rappresentazione del multiculturalismo e delle varietà linguistiche caratterizzanti i due testi di partenza e i numerosi riferimenti culturo-specifici delle due opere e la loro traduzione in italiano. Si propongono, infine, alcune considerazioni in ottica intersemiotica in relazione alle tre aree individuate, a integrazione dell’indagine in chiave interlinguistica.

The topic of this research is to demonstrate the technical and conceptual connections which can be seen between the style adopted by the Argentinean writer Julio Cortázar (1914-1984) in his “collage” books La vuelta al día en ochenta mundos (1967) and Último round (1969) and with the avant-garde art movements Dada and Surrealism.

The purpose of this thesis is to establish a direct relationship between literature and fields of knowledge such as science and technology, by focusing on some concepts that were fundamental for both science and the humanities at the beginning of the 20th century. The concepts are those of simultaneity, multiple points of view, map, relativity and acausality. In the spirit of several recent ideas, for example Katherine Hayles’ isomorphism notion, the dissertation shows how writers such as James Joyce, Virginia Woolf, Thomas Mann and Robert Musil developed the mentioned concepts within their narratives. The working hypothesis is that those concepts were at a crossroad of human activities, and that those authors used them extensively within their narratives. It is further argued that those same concepts – as developed by Joyce in Ulysses, Woolf’s shorts stories and novels from the end of the 1910’s until the end of the1920’s, Mann’s Der Zauberberg (The Magic Mountain), and Musil’s Der Mann ohne Eigenschaften (The Man Without Qualities) — are still fundamental for our conception of time and space today. The thesis is divided into two parts. The first two chapters will analyse the concepts of simultaneity and multiple points of view and their relationship to cartography as developed within English literature and culture. The next two chapters will address the concepts of relativity and acausality, as developed within German literature and culture.

La tesi è dedicata allo studio dei Responsori della Settimana Santa contenuti nel volume manoscritto Musica per la Settimana Santa conservato presso l’Accademia Filarmonica di di Bologna: (I-Baf FA1 443), che la tradizione storiografica fino ad alcuni anni fa attribuiva interamente ad Alessandro Scarlatti. Il volume raccoglie un ampio repertorio di brani musicali appartenenti a generi destinati ai periodi liturgici della Quaresima e del Triduo pasquale. Il lavoro è dedicato ai responsori considerati innanzitutto come progetto compositivo a sé stante e come fonte di rilievo nell’ambito della musica sacra e del genere responsoriale in particolare. Lo studio è suddiviso in due parti: la prima riguarda le ricerche codicologiche sul volume, del quale si riassume anche la storia con nuove ricerche sulla sua acquisizione da parte dell’Accademia Filarmonica. Viene poi esaminato il contesto storico-liturgico della musica per la Settimana Santa e si prendono in esame gli aspetti stilistici del repertorio responsoriale polifonico italiano dalla metà del ‘500 allla prima metà del ’700, in particolare nell’ambito del cosiddetto «stile osservato» del tempo. Nel terzo ed ultimo capitolo della prima parte vengono analizzati nella forma e nello stile i responsori del Ms 443 di Bologna, tenendo conto della teoria musicale e delle consuetudini contrappuntistiche in vigore tra la fine del sec. XVII e l’inizio del sec. XVIII. Nelle rispettive appendici ai capitoli si dànno le Tavole esplicative, con dati di natura codicologica, tecnico-musicale e testuale liturgica e gli elenchi dettagliati delle fonti responsoriali polifoniche rintracciate, manoscritte e a stampa. La seconda parte del lavoro presenta l’edizione critica della musica, con annessa la sua riproduzione in facsimile su CD. Nell’apparato critico la sezione dei Testi restituisce l’edizione filologica dei testi liturgici intonati.

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