Vatican in Rome recommends Nuxated Iron: discourse and analysis of an early 20th century drug advertisement

Abstract This work refers to the theory of Discourse Analysis practiced by Eni Orlandi and analyzes a drug advertisement, entitled The Vatican in Rome recommends Nuxated Iron, published in a great circulation magazine in the early twentieth century. The aim of the work was to bring to light the ideologies underlying the language of advertising in the early twentieth century, and at the same time to provide a practical and didactic example of analysis that would enhance the linguistic, ideological and, especially, historical aspects of discourse. Thereunto, the methodology adopted was analytical, applied to a corpus consisting of a single text and based on the concepts mainly presented by Orlandi in the work Discourse Analysis: Principles and Procedures (1999).摘要 本研究依托埃尼·奥兰迪（Eni Orlandi）的话语分析（Discourse Analysis）理论，对一则刊载于20世纪初高发行量杂志、题为《罗马梵蒂冈推荐Nuxated Iron》的药品广告展开分析。本研究旨在揭露20世纪初广告语言所蕴含的意识形态，同时提供一则兼具实操性与教学示范意义的分析范例，以凸显话语在语言、意识形态尤其是历史维度的研究价值。为此，本研究采用分析性研究方法，以仅包含单篇文本的语料库为分析对象，主要基于奥兰迪1999年出版的《话语分析：原则与程序》（Discourse Analysis: Principles and Procedures）一书中提出的核心理论概念。