Bridging Theory and Practice: Analyzing Public Perception and Strategies for Adapting Communication and Culture

This thesis investigates how cultural and linguistic strategies shape perceptions of authenticity in the international promotion of traditional Italian cuisine. Through the case studies of Da Andrea in New York and Tigella UK in London, it explores how communicative choices act as a bridge between cultural identity and market adaptation. The analysis draws on theoretical frameworks by Hofstede (2010), Meyer (2014), de Mooij (2019), Brown and Levinson (1987), Robertson (1995), and Beverland (2005), integrating concepts of glocalization, politeness, and cultural value translation. The study adopts a comparative qualitative approach that combines discourse analysis of online branding with audience survey data to evaluate how linguistic form, tone, and style affect public perception. Findings reveal that Da Andrea’s emotionally expressive and narrative-driven language resonates with American cultural preferences for warmth, clarity, and achievement, while Tigella’s subtle, inclusive tone aligns with British expectations of restraint, balance, and accessibility. Across both contexts, authenticity emerges not as a fixed quality but as a negotiated perception shaped by cultural frameworks and communicative choices. By connecting theory with practice, the thesis contributes to the fields of intercultural communication and international marketing, demonstrating that successful global branding depends on the ability to maintain a coherent cultural identity while adapting language and discourse to diverse audiences.