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 Language
Studies (IJLS) dedicated to exploring the landscape of promotional and identity-building strategies in
the jewellery and goldsmithing industries. This Special Issue aims to bring together interdisciplinary
perspectives on how firms in these sectors construct and communicate their brand identities, craft
narratives 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 goldsmithing
businesses face both challenges and opportunities in articulating their heritage, luxury, and
authenticity. Through a critical lens, this Special Issue welcomes contributions that examine the
interplay of language, visual rhetoric, and cultural symbolism in shaping brand narratives and
influencing consumer perceptions. We particularly encourage submissions that draw on Critical
Discourse Analysis, semiotics, and narrative studies to explore the mechanisms of meaning-making
in promotional discourse.
We invite scholars, business professionals, and practitioners from a range of disciplines—including
marketing, communication, cultural studies, design, business management, and art history—to submit
papers addressing, but not limited to, the following themes:
▪ Brand Identity and Heritage: How historical narratives, artisanal craftsmanship, and cultural
legacies are mobilized through specific discursive practices to create distinctive brand
identities.
▪ Visual and Aesthetic Communication: The role of design, photography, digital imagery, and
multimedia storytelling in constructing and negotiating brand narratives.
▪ Luxury Branding and Value Perception: The linguistic and visual strategies that communicate
exclusivity, authenticity, prestige, and value in the luxury market.
▪ Digital Transformation: The impact of social media, e-commerce, and digital marketing on
the 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 shape
public perceptions.
▪ Consumer Engagement: The use of storytelling, influencer collaborations, and experiential
marketing as strategic tools for fostering dynamic interactions with audiences.
▪ Cross-Cultural Branding: Strategies for maintaining brand coherence while adapting
promotional narratives across diverse cultural and international markets.
Please submit an abstract of 300-500 words outlining the focus, methodology, and key arguments of
your proposed paper. Include a 150-word bio highlighting your academic background, professional
experience, and relevant publications.
Abstract Submission Deadline: 15 April 2025
Notification of Acceptance: 30 April 2025
Full Paper Submission: 15 August 2025
Please send your abstracts and biographical notes to emilia.dimartino@unisob.na.it and
anapolitano@unior.it with the subject line “CFP Submission: Shaping Value, Crafting Identity.”
References
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