It is fair to say that Italian products today enjoy a strong and positive reputation, both at home and abroad. This is due not only to their tangible qualities but also to a range of intangible attributes that they evoke in the minds of consumers. The concept of the country of origin effect (COE), a topic widely explored in the literature on marketing psychology, involves the association of a set of intrinsic qualities with a product, based on the positive image of the country where it was designed or manufactured. This phenomenon is deeply emotional, and a prime example is the "Made in Italy" label, which is globally recognized as a symbol of quality and prestige, embodying a complex system of meanings. At the core of this thesis lie several key questions: What are the tangible and intangible qualities that define Italian products, and what are their origins? How crucial has Italy’s cultural and atmospheric landscape been, and how does it continue to influence the success of Made in Italy? What enduring images have survived into the present day? To address these questions, the research first undertook a historical analysis to identify specific traits, followed by an examination of the mass media and audiovisual communication strategies employed by companies associated with the Made in Italy brand. Particular attention was given to the repeated emphasis on Italy’s rich, layered cultural heritage. The objective was to explore how many of the historically defined meanings have evolved in today’s globalized and outsourced world. The findings show that, despite the significant changes that Made in Italy has navigated over the past century and a half—marked by redefinitions and shifts in concepts of borders and production—Italian products have largely retained their core identity. What is still evoked is the same atmosphere of "Italianity," representing a unique and highly desirable way of life recognized around the globe.
Si può affermare che il prodotto italiano al giorno d'oggi goda di un retaggio positivo sia in patria che all'estero, dovuto non solo alle qualità tangibili dello stesso ma anche ad una serie di caratteri intangibili che evoca nella mente del consumatore finale. Il country of origin effect (COE), tema ampiamente affrontato nella letteratura di discipline legate alla psicologia del marketing, consiste nell’induzione nella mente del consumatore di una serie di qualità intrinseche al prodotto acquistato basate sull’immagine positiva del paese in cui il prodotto è stato progettato o realizzato fisicamente; si tratta di una vera e propria evocazione di emozioni di cui un esempio lampante è il marchio Made in Italy, sinonimo di qualità e pregio in tutto il mondo, che racchiude al suo interno un contorto sistema di significati. Le domande alla base di questa tesi sono state: Quali sono quei tratti tangibili ed intangibili tipici del prodotto italiano e a cosa sono dovuti? Quanto il territorio atmosferico italiano è stato ed è determinante nel successo del Made in Italy? Quali immagini sono sopravvissute ad oggi? Partendo da questi quesiti si è proceduto in una ricerca storica che potesse identificare determinati caratteri, per poi proseguire con un’analisi della comunicazione massmediale e audiovisiva delle aziende facenti parte del Made in Italy con particolare attenzione alla reiterazione del territorio stratificato, al fine di poter individuare quanti e quali significati storicamente definiti siano cambiati oggi in un mondo globalizzato e delocalizzato. I risultati ottenuti indicano che nonostante i grandi cambiamenti che il Made in Italy si è trovato a dover affrontare durante un secolo e mezzo di storia, fatto di ridefinizioni e di stravolgimenti del concetto di confini e localizzazioni, l’identità del prodotto italiano è rimasta pressoché invariata, dove ad essere evocata è la stessa atmosfera di italianità, di uno stile di vita desiderabile ed unico al mondo.
Il Made in Italy : analisi della rappresentazione del paesaggio italiano
Ricciardi, Francesco
2023/2024
Abstract
It is fair to say that Italian products today enjoy a strong and positive reputation, both at home and abroad. This is due not only to their tangible qualities but also to a range of intangible attributes that they evoke in the minds of consumers. The concept of the country of origin effect (COE), a topic widely explored in the literature on marketing psychology, involves the association of a set of intrinsic qualities with a product, based on the positive image of the country where it was designed or manufactured. This phenomenon is deeply emotional, and a prime example is the "Made in Italy" label, which is globally recognized as a symbol of quality and prestige, embodying a complex system of meanings. At the core of this thesis lie several key questions: What are the tangible and intangible qualities that define Italian products, and what are their origins? How crucial has Italy’s cultural and atmospheric landscape been, and how does it continue to influence the success of Made in Italy? What enduring images have survived into the present day? To address these questions, the research first undertook a historical analysis to identify specific traits, followed by an examination of the mass media and audiovisual communication strategies employed by companies associated with the Made in Italy brand. Particular attention was given to the repeated emphasis on Italy’s rich, layered cultural heritage. The objective was to explore how many of the historically defined meanings have evolved in today’s globalized and outsourced world. The findings show that, despite the significant changes that Made in Italy has navigated over the past century and a half—marked by redefinitions and shifts in concepts of borders and production—Italian products have largely retained their core identity. What is still evoked is the same atmosphere of "Italianity," representing a unique and highly desirable way of life recognized around the globe.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/228192