Algunas particularidades del lenguaje publicitario en los anuncios de vinos

Title in English Some Considerations on the Language of Wine Advertisements in Spanish


Year of publication 2009
Type Article in Proceedings
Conference Víno jako multikulturní fenomén
MU Faculty or unit

Faculty of Arts

Field Linguistics
Keywords Wine; Advertising Language; Spanish; Vocabulary; Positive Connotation
Description This paper examines some characteristics of the advertising language in wine commercials in Spanish with special regard to the vocabulary of these texts from the point of view of the linguistic means used for positive connotation in advertising (expressions related to the concepts of modernity, tradition, etc.). The results of the investigation show that despite the millenary tradition of wine production, the advertising strategy often consist in an apparently paradoxical conjunction of tradition and innovation, which can be explained by the specific evolution of Spanish viniculture in the last decades and the development of new technologies in combination with the traditional wine production methods.

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