A Corpus-Based Discourse Analysis of Nutella®’s Website in English and in Italian
Representing Corporate Advocacy Between Traditional Values and Innovation
Abstract
Food brands with a long-standing tradition strive to balance heritage with modern trends and sustainability goals. As a case in point, Nutella® seeks to promote its brand through two distinct strategies: glocalization and corporate advocacy. This study presents a corpus-based discourse analysis of Nutella®’s web pages in English and Italian, exploring how the brand expresses corporate advocacy across different linguistic and cultural contexts. Findings show that Nutella® varies its discourse: the Italian web page focuses on socio-agricultural governance, labor ethics, and supply-chain value to protect brand heritage in its home market. On the other hand, the English web page emphasizes glocalized traceability, regional provenance, and circular economy commitments to build global brand legitimacy among international consumers.
Presentato: 28 Luglio 2026 | Accettato: 01 Settembre 2026 | Pubblicato 22 Ottobre 2026 | Lingua: en
Keywords Corporate advocacy • Corpus-based discourse analysis • Glocalization • Food branding • Nutella
Copyright © 2026 Daniela Cesiri. This is an open-access work distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction is permitted, provided that the original author(s) and the copyright owner(s) are credited and that the original publication is cited, in accordance with accepted academic practice. The license allows for commercial use. No use, distribution or reproduction is permitted which does not comply with these terms.
Permalink http://doi.org/10.30687/AnnOc/2499-1562/2026/16/002