Communication in the wine market: the importance of the advertisement. Analysis and comparison of commercials from Italy and English speaking countries.

'In today's consumer society, the wine has gone from being the staple diet to become one of the signs that show the status of the subject, as a demonstration of high rank and taste, aspirations, status, lifestyle, in which having fun, the pleasure, is the fruit of knowledge. It is a hobby, a leisure culture, an environment implying major activities (vineyard tours, wine tastings, contest criticism), but also a passion for lovers of good wines '. Together with the growth of importance of the role of wine, there is the growth of the competition on the market. Wineries have to face the different need of the customers, following the different trends without forgetting the link with the tradition and the qualities that make their wine unique. In all this process promotion plays an important role in trying to convey the philosophy of the winery that is what makes it differ from all the other competitors. Among all the different possibilities of promotions, commercials cover just a segment of the agricultural world, the one of the big producers. The process of communication can be seen as a relationship between the sender and the receiver in which the first is the company promoting the wine and the second is the customer. The aim of this work is to analyze the behavior of the two participants to the process of communication. The thesis can be divided in three main parts. The first is composed by four theoretical chapters in which general knowledge about the world of the wine, communication, advertising and NLP are given. The second part deals with the analysis of eight wine commercials, four for the Italian market and 4 for the English speaking world. They will be analyzed according three main elements: images, words and music. For every part of every commercial there will be a description of all the strategies used by the company in order to persuade the customers. The third part has the focus on the consumers. Through the statistical analysis of the results obtained by the surveys it will be possible to see how their desire of purchase can be influenced by the commercials. To conclude, there will be a discussion of all the results obtained by the analysis in order to see the importance of the advertisement is the wine world.