International Journal of Language Studies – Call for Papers: Shaping Value, Crafting Identity: Promotional and Identity-Building Strategies in Jewellery and Goldsmithing Businesses
Editors: Emilia Di Martino (Università di Napoli Suor Orsola Benincasa), Antonella Napolitano(Università di Napoli L’Orientale)We are pleased to invite contributions to a Special Issue of the International Journal of LanguageStudies (IJLS) dedicated to exploring the landscape of promotional and identity-building strategies inthe jewellery and goldsmithing industries. This Special Issue aims to bring together interdisciplinaryperspectives on how firms in these sectors construct and communicate their brand identities, craftnarratives of value, and engage with diverse audiences in an increasingly competitive global market.In an era of digital transformation and growing consumer consciousness, jewellery and goldsmithingbusinesses face both challenges and opportunities in articulating their heritage, luxury, andauthenticity. Through a critical lens, this Special Issue welcomes contributions that examine theinterplay of language, visual rhetoric, and cultural symbolism in shaping brand narratives andinfluencing consumer perceptions. We particularly encourage submissions that draw on CriticalDiscourse Analysis, semiotics, and narrative studies to explore the mechanisms of meaning-makingin promotional discourse.We invite scholars, business professionals, and practitioners from a range of disciplines—includingmarketing, communication, cultural studies, design, business management, and art history—to submitpapers addressing, but not limited to, the following themes:▪ Brand Identity and Heritage: How historical narratives, artisanal craftsmanship, and culturallegacies are mobilized through specific discursive practices to create distinctive brandidentities.▪ Visual and Aesthetic Communication: The role of design, photography, digital imagery, andmultimedia storytelling in constructing and negotiating brand narratives.▪ Luxury Branding and Value Perception: The linguistic and visual strategies that communicateexclusivity, authenticity, prestige, and value in the luxury market.▪ Digital Transformation: The impact of social media, e-commerce, and digital marketing onthe evolution of promotional discourse and consumer engagement.▪ Sustainability and Ethical Practices: How brands articulate corporate social responsibility,ethical sourcing, and sustainability within their promotional narratives, and how these shapepublic perceptions.▪ Consumer Engagement: The use of storytelling, influencer collaborations, and experientialmarketing as strategic tools for fostering dynamic interactions with audiences.▪ Cross-Cultural Branding: Strategies for maintaining brand coherence while adaptingpromotional narratives across diverse cultural and international markets.Please submit an abstract of 300-500 words outlining the focus, methodology, and key arguments ofyour proposed paper. Include a 150-word bio highlighting your academic background, professionalexperience, and relevant publications.Abstract Submission Deadline: 15 April 2025Notification of Acceptance: 30 April 2025Full Paper Submission: 15 August 2025Please send your abstracts and biographical notes to emilia.dimartino@unisob.na.it andanapolitano@unior.it with the subject line “CFP Submission: Shaping Value, Crafting Identity.”ReferencesBhatia, V. (2008). Generic patterns in promotional discourse. In Persuasion across genres: Alinguistic approach (pp. 213-225). John Benjamins Publishing Company.Cappellieri, A. (2020). Jewellery between product and experience: Luxury in the Twenty-Firstcentury. In L. Tenuta, S. Testa, A. Cappellieri, Sustainable Luxury and Craftsmanship.Springer, 1-30.Cappellieri, A. (2021). Diva! Il Glamour Italiano nel Gioiello Moda. SilvanaEditoriale.Caves, R. E. (2000). Creative industries: Contracts between art and commerce. Harvard University.Holt, D. B. (2002). 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