Radio Advertising in Italy at the Time of the Pandemic

Abstract

The article focuses on a specific form of advertising – radio advertising – at a time when it was called upon to change itself, namely during the first phase of the Coronavirus pandemic. Taking into consideration a corpus of radio advertisements broadcast during the programme La Zanzara, on air on Radio24, the main rhetorical, morpho-syntactic and lexical aspects are considered. The linguistic profile that emerges is not particularly lively, nor do the adverts show that they have fully adapted to the pandemic.