Anwälte adressieren Klienten. Eine vergleichende Analyse von Berufsbiographien deutscher und italienischer Anwaltsvideos auf Kanzlei-Webseiten

In both everyday and business life, language and communication are regarded as the epitome of human relationships and influence. From this perspective, this contribution examines the biographical presentation practices of lawyers, particularly in boutique law firms, on German and Italian law firm websites. Professional biographies represent an emerging digital sub-genre of self-presentation, distinct from traditional formats such as CVs. This study focuses on lawyer videos as an audiovisual format of self-presentation aimed at influencing clients. It analyses the communication strategies and multimodal techniques employed by lawyers to engage target audiences, establish their professional image, and convey personal and professional values. The analysis is conducted from a text-pragmatic and cross-cultural comparative perspective. The findings are valuable not only for the field of legal linguistics, but also for legal practice itself.