Semantic Satiation of Made in Italy
Semantic satiation is a psychological phenomenon that occurs when a word or phrase is repeated so many times that it loses its meaning and impact."Made in Italy" is a perfect example of semantic satiation.The phrase has been overused and abused in marketing, advertising, and branding. It has become a generic label that doesn't differentiate Italian products from other products anymore. Moreover, "Made in Italy" has been associated with some negative connotations, such as exploitation, counterfeiting, and cheap labor.Consumers are now skeptical of the authenticity and quality of "Made in Italy" products, and they demand more transparency, sustainability, and ethical production.Consumers, specially in US, are no longer impressed by “Made in Italy”, and it no longer sets products apart from their competitors. In short, the phrase "Made in Italy" is dead.