“Homo Europaeus"? A comparative analysis of advertising


  • Stefano Calabrese Università degli Studi di Modena e Reggio Emilia
  • Antonella De Blasio Università degli Studi di Modena e Reggio Emilia
  • Bianca Di Prazza Università degli studi di Modena e Reggio Emilia, Dipartimento di Educazione e Scienze Umane



Parole chiave:

Advertising, storytelling, hard-sell / soft-sell, monochronic / polichronic societies, nationalism, life-narrative account


The narrative repertoire of advertising is the only place where producer and consumer, sender and receiver negotiate a common identity format. The analysis of advertising in European countries shows that there is no such thing as the homo europaeus, but that there are two major continental blocks: the Nort-European one, with its monochronic advertisements, narrative formats based on relationships and soft-sell brand representation mechanisms, in which the context is more relevant than the product itself; in Southern Europe, on the other hand, we found polychronic advertising, narrative formats based on the idea of performance and mechanisms of representation of individual hard-sell products, in which the context loses its prominence.

Biografia autore

Bianca Di Prazza, Università degli studi di Modena e Reggio Emilia, Dipartimento di Educazione e Scienze Umane

Phd in Scienze Umanistiche presso Unimore

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Come citare

Calabrese, S., De Blasio, A., & Di Prazza, B. (2018). “Homo Europaeus"? A comparative analysis of advertising. ENTHYMEMA, (21), 62–72. https://doi.org/10.13130/2037-2426/9517



Ricevuto 2018-01-21
Accettato 2018-06-01
Pubblicato 2018-06-28