Analisi critica multimodale del discorso delle conferenze stampa per il lancio di un nuovo prodotto alla fiera internazionale IFA Berlino

This thesis deals with a multimodal critical discourse analysis of business press conferences for the launch of new products that took place during the IFA Berlin trade show. The aim of this analysis is to demonstrate how several modes are combined to convey particular meanings hidden behind ideologies shared by a discourse community in order to persuade. After an introduction referring to the importance of the company's image, a genre analysis is fundamental to be aware of the audience attending to this international event. Through the analysis of three different press conferences, it has been possible to show how global trends are useful to reach the company's goals and how some strategies resulted in being mutual.