Fortuna e circolazione discorsiva di alcuni slogan italiani

This paper aims to point out the notion of ‘sloganisation’, with special regard to the fortune and circulation of some slogans in Italian public discourse. The analysis of forms, contexts of occurrence (political propaganda, advertising, football supporting) and means of diffusion (street talk, electoral manifestos, traditional and new media) shows an increasing desemantisation of this kind of message. Slogans are routinely used and by political parties and widely quoted, regardless of their ideological content, just in order to create identification or to increase the polemical attitude of their leader.