This essay illustrates the genesis, potential and limits of the square of consumption values, conducting both a theoretical overview and an empirical investigation, focused on the Italian context. The treatment takes into account the main readings and applications proposed by scholars and professionals as much as the analysis of a large textual corpus that aims to represent the contemporary advertising landscape. As a result, it is possible to make a proposal aimed at integrating, deepening and

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... updating the original model, in accordance with the flochian principle whereby the semiotic perspective can bring several benefits to communication in terms of greater intelligibility, relevance and differentiation.