Napoli fürs Sofa : Mediale Transformationen von Italien-Klischees im deutschen Werbefernsehen

Using a famous commercial shown on German-language television from the 1980s, this article analyses the media staging, reactivation and transformation of audio-visual images of Italy at the turn of the 20th and 21st centuries. The case study operates at the intersection of music history, the advertising and insurance industries, mass media and global tourism. It interweaves musical, technological, socio-cultural and discursive perspectives. In doing so, it demonstrates how key acoustic motifs become nationally connoted carriers of meaning in the context of the cross-media production and dissemination of clichés relating to Italy in international everyday culture.