The language of fashion is a specialized language characterized by cross-linguistic contacts. The continual renewal of styles, clothes and accessories requires a renewal of its vocabulary, not only to name new objects, but also to give new names to old ones and let them to be perceived as attractive by the audience. This ever-changing language is very often enriched by borrowings from various languages, mainly from French and English. French influenced the Italian specialized fashion lexis in the past, introducing terms for materials, patterns and styles that are still used nowadays. English started its influence more recently, in the 19 th century, but began to be dominant in 20th century. In the last few decades, globalization has helped the spread of this language in the world of fashion with a vocabulary that is shared and enriched at an international level. Many Anglicisms made their way into contemporary fashion magazine dismissing some French terms or combining them to give life to neologisms. However, English words are not only increasingly used in fashion reportages and editorials to highlight novelties and exalt their features, but also to fascinate readers and let them buy goods, fostering the creation of hybrid texts that can be understood only by fashion addicts. The present paper takes into consideration the use of French and English terms to enrich and renew the Italian language of fashion and the intrinsically hybrid nature of texts in fashion magazines, where English words are fit into Italian syntactic patterns for persuasive purposes.
La lingua della moda è una lingua di specializzazione caratterizzata dal contatto interlinguistico. La continua introduzione di nuovi stili, abiti e accessori richiede un rinnovamento incessante del vocabolario, non solo per poter nominare nuove creazioni ma anche per dare nuovi nomi a quelle già in voga con lo scopo di presentarle come novità. Questa lingua in continua evoluzione è spesso arricchita con prestiti da altre lingue, in particolare dal francese e dall’inglese. Il francese ha influenzato il lessico italiano della moda nel passato, con l’introduzione di termini per indicare materiali, modelli, capi e stili, alcuni dei quali usati ancora oggi. L’inglese ha iniziato la propria influenza nel XIX secolo diventando dominante nel XX secolo. Negli ultimi decenni la globalizzazione ha promosso la diffusione dell’inglese nel linguaggio della moda attraverso un vocabolario condiviso e incrementato a livello internazionale. Molti anglicismi sono entrati nelle attuali riviste di moda soppiantando i francesismi o combinandosi con parole francesi e dando vita a neologismi. Termini inglesi sono comunque sempre più presenti nei reportage e negli editoriali di moda per evidenziare le novità ed esaltarne le caratteristiche, favorendo così la creazione di testi ibridi, comprensibili solo agli appassionati di moda. Il presente contributo prende in esame l’impiego di termini francesi e inglesi per arricchire e rinnovare il lessico italiano della moda e i testi ibridi nelle riviste di moda in cui termini inglesi sono inseriti in contesti sintattici italiani per realizzare messaggi persuasivi.
Dalla Maison al Brand: l'uso di forestierismi nella lingua delle riviste di moda
Troncarelli D
2021-01-01
Abstract
The language of fashion is a specialized language characterized by cross-linguistic contacts. The continual renewal of styles, clothes and accessories requires a renewal of its vocabulary, not only to name new objects, but also to give new names to old ones and let them to be perceived as attractive by the audience. This ever-changing language is very often enriched by borrowings from various languages, mainly from French and English. French influenced the Italian specialized fashion lexis in the past, introducing terms for materials, patterns and styles that are still used nowadays. English started its influence more recently, in the 19 th century, but began to be dominant in 20th century. In the last few decades, globalization has helped the spread of this language in the world of fashion with a vocabulary that is shared and enriched at an international level. Many Anglicisms made their way into contemporary fashion magazine dismissing some French terms or combining them to give life to neologisms. However, English words are not only increasingly used in fashion reportages and editorials to highlight novelties and exalt their features, but also to fascinate readers and let them buy goods, fostering the creation of hybrid texts that can be understood only by fashion addicts. The present paper takes into consideration the use of French and English terms to enrich and renew the Italian language of fashion and the intrinsically hybrid nature of texts in fashion magazines, where English words are fit into Italian syntactic patterns for persuasive purposes.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
